A trend shift trips up a market leader - and will wipe out mycoprotein meat

Quorn has been - for over 30 years - the case study that everyone in the food industry can learn from. Quorn's successful creation of a new category, based on patented technology, was a rare and inspiring example. Now it's a case study of how, when consumer trends turn, even successful businesses can hit trouble. Despite that, Quorn can still have a future. But for the many companies who have invested hundreds of millions of dollar to copy Quorn's mycoprotein meat substitute technology, the outlook is bleak.

Time: 16 minutes