With 94% of Smartson’s test pilots recommending Quorn’s Salt & Pepper Tenders, it’s clear the brand has struck the right balance between taste and concept. For Caroline Ullmark, Commercial & Shopper Activation Manager at Quorn, taste remains the biggest driver in encouraging more people to choose plant-based. We spoke with her about her journey in the food industry and how Quorn continues to shape the plant-based market in Sweden.
Tell us about yourself - what inspires you in everyday life, both at work and privately.
— I’m inspired by being able to contribute to progress and development - to always find ways to make things a little bit better. In my personal life, I recharge at the stables, through yoga, reading books, and spending time with family and friends.
How has your journey looked leading up to your role as Commercial & Shopper Activation Manager at Quorn, and what do you like most about your job?
— I’ve worked in the food industry for most of my career, including 10 years at Findus, where I spent most of my time in demand planning. It was a fun role as it combined the structure of logistics with sales towards retail. During that time, I also worked with Quorn’s frozen products, which Findus distributed.
After two years in another industry, I was drawn back to the food industry when the opportunity at Quorn came up - especially the chance to be part of building the Swedish office and launching Quorn’s chilled range on the Swedish market. My role has evolved a lot since then, and today I work more closely with marketing. What I enjoy most is the variety - we’re a small team achieving a lot, which means being involved in many different areas, and that’s something that truly inspires me.
In the launch of Quorn Salt & Pepper Tenders - what were the key factors in reaching consumers and creating engagement?
— For us, it was important to combine digital visibility with a strong in-store presence. One key factor was creating inspiration around how the product could be used - through recipes and content in our social media channels. Another was ensuring strong visibility in stores - we focused on displays and activations to encourage consumers to try the product. Finally, it was about building engagement by highlighting taste and convenience, which we saw generated great response from both consumers and customers.
What impact do you think all the UGC (User Generated Content) on social media has had for the brand and the product?
— We’ve mainly worked with sponsored content through influencers. We find that it builds credibility, as consumers often perceive influencers as inspiring and authentic sources. Through these collaborations, we’ve been able to reach a wide audience, inspire product usage, and drive engagement - while still maintaining control of the messaging.
What value do you see in the Smartson Crowdscore recognition for recommended products? How will you use your new award?
— We were really happy about the positive response - that 94% of test pilots recommend the product is clear proof that we’ve succeeded with both taste and concept. For us, that’s important since taste is the biggest driver for getting more people to choose plant-based. The result also gives us a strong foundation to use in our communication with both consumers and customers. We’ll be communicating the Smartson Crowdscore on our website, in social media, in-store, and also on our customers’ online platforms.
What trends do you find most exciting right now within FMCG?
— Right now, I find it most exciting to see how plant-based has evolved - from being just an alternative to meat to really being about taste, protein, and convenience. At the same time, health and sustainability are more important than ever, which means Quorn is very much in tune with the times. Our strength lies in being able to combine great taste with everyday ease and a clear climate advantage.