Food & Beverage Asia June/July 2020

ON THE TABLE 35
brands in Singapore are also starting to pay attention to meat
alternative options. A recent study by YouGov revealed that 39% of
Singaporeans are currently on a flexitarian diet. A similar amount
(42%) consider themselves meat-eaters. With the number of
flexitarians and meat-eaters almost on par, this underlines the
path towards a meatless future is beginning to materialise and
alter the food value chain on the future.
For the foreseeable future, the meat and alternative-protein
industries will coexist and have the opportunity to complement
one another. Both incumbents and new players, and the various
stakeholders who are involved throughout the protein supply
chains, will gain from a continued discussion on how to transform
regional and ultimately global food systems to provide healthy
and sustainable diets. Only through dialogue and structured
collaboration will society be able to transform the protein system,
to create a future where sustainable, safe, and affordable protein
is provided to all.
Collaboration and education
How will you rate the level of demand for meat alternatives
in Asia-Pacific, and what strategies have Quorn developed to
attract and retain consumers’ taste buds?
Kusumo: The past couple of years have seen the demand for
meat alternatives grow into a massively important sector. In
2019, the sector in Asia-Pacific was valued at about US$14.06
billion, one of the highest by region and double the market value
of Europe and the rest of the world. The meat alternative sector
in Asia-Pacific has the highest CAGR of 15.91% between 2019
and 2024. During that period, sales of products in the region are
expected to grow at a rate of about 11.62%. The thesis of this
sector has in fact been strengthened by COVID-19 as consumers
become increasingly conscious about their lifestyles. The impact
of the crisis has prompted a rethink of the way we live, from how
we should be consuming more sustainably, to practicing healthier
habits from home.
In terms of our strategies, our focus has been around educating
consumers about the health benefits of plant-based diets and
Mycoprotein, a high-protein whole food
that is the main ingredient in Quorn
products. Mycoprotein is derived from
a naturally occurring fungus through
the process of fermentation, like in
bread and soy sauce. Unlike other
meat alternatives, there is no strong
aftertaste, and Quorn products
have the taste, appearance and
texture of meat. We stand out as the
only protein alternative brand that
uses Mycoprotein, which has health Another quick snack Quorn offer is
the Southern Fried Bites which goes
benefits to address top-diet related
well with ketchup
health issues we face in our age i.e.
obesity and diabetes, as evidenced from our 20 years of nutrition
research studies.
We have also developed a wide variety of products that mimic
different protein textures, like chicken, beef and even fish. The
Quorn Fillets mimics chicken breast, while the Quorn mince, for
example, mimics beef, and the Quorn fish fingers mimic fish. They
are perfect to create healthier, meat-free versions of consumers
favourite everyday meals. They are also high in protein and fibre,
low in saturated fat, and are soy-free. Over the years, Quorn has
become the preferred choice for those looking to reduce meat
intake and for many who are mindful about what goes into their
food.
Our collaborations in Singapore are with like-minded brands who
look to create tasty, healthy and sustainable options for their
customers, and these include local food service provides, such
as The Soup Spoon, Ichiban Bento, Maki-San. Quorn will continue
to build on these successes and meaningful partnerships with
many more planned. These collaborations enable us to cater to
the increasing number of consumers who want more alternative
protein choices and to Singaporeans who are embracing the
flexitarian lifestyle.
Quorn Vegan Fishless Fingers can be combined with flavoursome Enoki mushrooms and
Cordyceps flowers for a beautifully aesthetic touch
Ensuring quality while innovating beyond
How is taste, texture and quality of meat alternatives
maintained, and what are the key factors in ensuring flavour
and nutrient authenticity?
Kusumo: There have been a number of product launches in the
meat alternatives sector that are lagging behind in the taste,
FOOD & BEVERAGE ASIA JUNE / JULY 2020