Quorn brings Roarsomes to life

Quorn surprised shoppers at Westfield Shepherd’s Bush Shopping Centre this week with a 3-meter high T-Rex replica of their new Roarsomes product – the UK’s first vegan dinosaur nugget.

The animatronic dinosaur gave meat eating shoppers a "roarsome" surprise, as part of the brand’s campaign to inspire future generations to eat healthily and establish sustainable eating habits.

Dubbed "Roary", the dinosaur was installed in the wake of the recent Intergovernmental Panel on Climate Change (IPCC) report, revealing that the earth is now on "code red" alert when it comes to climate change.

Created with Quorn’s unique super protein, mycoprotein, a protein source that’s high in fibre, low in saturated fat and with a lower carbon footprint than meat proteins. Quorn Roarsomes provide families with a quick, easy and delicious swap into meat free, for the whole family to enjoy together, without having to compromise on their favourite meal.

Roary took five weeks to build and includes 34 teeth, fearsome lifelike eyes and a roar that reaches 75 decibels.

Launched in April, Quorn Roarsomes is the biggest frozen NPD launch of the year delivering over half a million pounds in value sales in just the first three months after launch.”

“One of the best ways we can protect the planet is by reducing the meat in our diets, and it doesn’t have to be difficult," said Gill Riley, Marketing Director at Quorn Foods UK. "Quorn Roarsomes is perfect for families looking to cut back on their meat consumption in deliciously easy ways. Roarsomes help children and adults to do their bit in helping the planet, one dinosaur at a time.”

The unveiling of Roary is supported by new research commissioned by Quorn that revealed 60 per cent of parents believe that our diets need to change in the future to help the environment. The research also identified that 65 per cent of UK families have tried either vegetarian or vegan meals in the last 12 months and 51 per cent would consider going vegetarian full-time if they knew it would benefit the environment.

Roary will be live until 17th September and forms part of Quorn’s multi-channel Back to School campaign that will reach over 22 million shoppers throughout September and October.