In-pack: Quorn delivers special offers in repositioning

Meat-free brand Quorn is widening its target market beyond vegetarians with on-pack activity set to roll out in July.

The "summer-loving" promotion will see A5 booklets inserted in 2 million packs across the Quorn range. The booklets contain information, recipes and special offers. The brand wants to move away from its image as a product on the vegetarian fringe, and reposition as part of a general healthy diet, said a spokesperson for Fenix, the agency behind the push.

Fenix was appointed to the account in April, to work alongside ad agency J. Walter Thompson.

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