In a move that captures both the evolution of the plant-based industry and the maturing identity of a legacy brand, UK-based mycoprotein pioneer Quorn has launched a dynamic new marketing and internal wellness strategy in 2025, reflecting how far the plant-based movement has come from its niche beginnings.

Blockbuster Branding Meets Plant-Based Snacking

Quorn’s summer marketing campaign is turning heads and stomachs. Aligned with the release of Mission: Impossible – The Final Reckoning, the campaign playfully features a Tom Cruise lookalike handing out autographs in London’s West End while enjoying Quorn’s popular Cocktail Sausages. It’s part of the brand’s cheeky “Mission Snack Swap” ad series, starring its signature farm animal puppets, blending pop culture flair with messaging about meat alternatives.

This kind of campaign reflects a seismic shift in the plant-based space—from moral persuasion to mainstream entertainment. Quorn is embracing humor, nostalgia, and experiential marketing to meet consumers where they are: engaged, hungry, and scrolling.

Wellness Starts Within: Workforce Nutrition Commitment

Beyond catchy campaigns, Quorn is also turning inward with its workforce nutrition and wellbeing initiative. In alignment with its pledge at the Nutrition for Growth (N4G) Summit—held in Paris in March 2025—Quorn is on track to deliver 100% nutrition education coverage to its global workforce.

The centerpiece of this initiative is a mandatory e-learning module titled Fundamentals of Healthy Eating, a move that underscores the brand’s holistic approach to promoting healthier diets—not just through products, but through corporate culture. This follows the global trend highlighted at N4G, where private sector leaders, including The Consumer Goods Forum, reaffirmed their role in combating malnutrition and supporting sustainable food systems.

The Broader Shift in Plant-Based 2.0

Quorn’s 2025 efforts demonstrate a broader evolution in the plant-based industry:

• From replacement to experience: Plant-based products are no longer just meat alternatives—they are lifestyle enhancers.

• From activist messaging to entertainment marketing: The emotional hook now includes joy, fun, and fandom.

• From external advocacy to internal alignment: Companies like Quorn are realizing that sustainable change starts from within.

With bold campaigns and meaningful internal commitments, Quorn is leading by example, showing that the future of plant-based is not only about what’s on the plate—but also how it’s made, marketed, and managed.