Plant-Based Products

What in the World Is Mycoprotein? Let Drew Barrymore's Animated Avatar Explain

The actor-TV host continues her partnership with alt meat brand Quorn in an edutaining campaign

A cartoon version of Drew Barrymore presenting a photo of a plate of Quorn nuggets and vegetables — British-born Quorn, a long-time favorite with vegans and vegetarians on both sides of the pond, has been expanding its American presence.Quorn

By T.L. Stanley

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This food brand is called Quorn—pronounced just like the familiar yellow veggie and summer barbecue staple—but there’s no actual corn in any of its products. And it specializes in chicken…without the chicken.

Huh?

Quorn, a pioneer in fungi-based mycoprotein, realizes there may be some confusion about its faux meat offerings. So the legacy player has launched an edutainment campaign starring its “chief mom officer” Drew Barrymore to explain its recipes.

The move comes as the British-born Quorn, a long-time favorite with vegans and vegetarians on both sides of the pond, has been expanding its American presence and targeting the growing flexitarian demo.

Barrymore,

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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