Launched in 1990 as a branded ingredient, in 1995 launched the Quorn burger with the aim of stepping outside the vegetarian market. Majority of meat reducers were not purchasing the product, due to uncertainty of how to cook or purchase it, and fears of family rejection. Using footballer Ryan Giggs to endorse the product, (someone who was likely to eat beefburgers), Millward Brown research showed product awareness shot up. Sales were three times higher in the six weeks after the campaign compared to the same period before. Sales have grown even more since the beef crisis of 1996