Almost No UK Shoppers Mistake Quorn Sausages or THIS Isn’t Chicken for Meat, Survey Finds

A recent survey conducted by Bryant Research found that only 2% of UK adults mistakenly believed that Quorn’s meat-free sausages or THIS Isn’t Chicken contained meat from an animal. The survey, which polled 1,007 adults, revealed that 96% correctly identified the Quorn sausages as meat-free, and 94% did the same for THIS Isn’t Chicken, resulting in an overall correct response rate of 95%.

The survey was designed to test the argument that terms such as “sausage” and “chicken” on plant-based products could mislead consumers into thinking they contain meat. Despite new EU labelling rules reserving designations like “chicken” for meat products, the survey showed that consumers were able to differentiate between plant-based and meat products regardless of the terminology used. This evidence challenges proposed amendments to extend restrictions to terms like “burger” and “sausage” in plant-based product names.