Quorn expansion takes it to South Africa
QUORN Foods has launched into the South African market, marking the latest stage in its international expansion plans.
Headquartered in Stokesley, North Yorkshire, the market leader in meat-alternative foods has also announced global sales growth of more than 7% for the first nine months of 2013, maintaining the significant growth trajectory achieved in the first half of the year.
Quorn has launched a range of 11 products into South Africa in partnership with one of the country’s leading frozen food distributors, Sea Harvest, and plans to expand the range over the course of the next year.
With its South African launch, the company is aiming to replicate its success in Australasia, where the brand took market leadership within its first year and where sales continue to grow at a rate of more than 30%, four years after its initial entry.
Quorn now exports its products to 13 markets around the world. South Africa’s meat-free market is one of the fastest growing categories in the country, providing a unique opportunity for Quorn to capitalise on, the group said.
Kevin Brennan, chief executive of Quorn Foods, said: “We have driven sustained growth both in the UK and internationally, and our expansion into South Africa signifies the next step in our plan to become the world leader in meat alternative products, and to make Quorn a truly global brand.
“We have found that partnering with strong local companies such as Sea Harvest provides great opportunity in terms of local market insight, retailer relationships and distribution reach, and this is already paying off in South Africa, with our launch there off to a flying start. Most importantly, Sea Harvest shares our belief in the huge potential for Quorn in South Africa. We have no doubt that this will be the start of a long and fruitful partnership.”
Earlier this year, Quorn announced it has attracted three million new consumers and delivered average sales growth of 3% since its acquisition in March 2011 by private equity firm Exponent. In the first half of 2013, the company said it has achieved growth of 7%.
