Quorn: ImPackt

Uncovering winning pack designs

Quorn were looking to upgrade their pack designs to aid shopper navigation. They used three colours to categorize their range based on needs and occasions, with new product imagery to ensure the food was the hero of the pack. Quorn asked Express to confirm the new designs delivered on their objectives.

Quorn packaging


We tested the new design for each pillar against the current design in a monadic online ImPackt survey.

We combined an assessment of the designs on shelf with an in-depth assessment of each design’s performance on key brand equities to determine the impact of the change.


We were quickly able to confirm that Quorn could move ahead with the new pack designs, with pillar-specific optimization guidance to maximize delivery against objectives.

The packaging re-design was rolled out to over 60 UK SKUs across all touchpoints, with other markets set to follow in 2021.

Quorn hot spicy bites

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