Quorn's 2002 debut in the US was more problematic than its European introduction. The Center for Science in the Public Interest (CSPI) expressed multiple concerns over the product.[42] Much of the concern from CSPI and others was over the original labeling of Quorn as a "mushroom based" product, since Fusarium venenatum is not a mushroom (rather, it is a microfungus).[42] The sale of Quorn was contested by The American Mushroom Institute, rival Gardenburger, as well as the CSPI. They filed complaints with advertising and trading-standards watchdogs in Europe and the US, claiming the labelling of Quorn as "mushroom based" was deceptive.[42][43] The CSPI observed that while a mushroom is a fungus, Fusarium is not a mushroom, and stated, "Quorn's fungus is as closely related to mushrooms as humans are to jellyfish."[44]
CSPI also claimed that Quorn could cause allergic reactions and should be removed from stores. Calling the product "fungus food", CSPI claimed in 2003 that it "sickens 4.5% of eaters".[45] The manufacturer (Marlow Foods) disputes the figure, claiming that only 0.0007% (1 in 146,000) suffer adverse reactions and that the strain of fungus it uses does not produce toxins.[45] The CSPI's claims were also described by Leslie Bonci, professor of nutrition at the University of Pittsburgh, as "overblown".[46] Wendy Preiser, Gardenburger's vice president of marketing, said the company was afraid that Quorn's labels would cause people to be suspicious about all meat-free products.[47][48]
The UK's Advertising Standards Authority also had concerns over Marlow's practice of marketing Quorn as "mushroom in origin", saying it had been "misleading consumers". The ASA noted "despite the advertiser’s explanation that they used the term because customers were unfamiliar with the main ingredient, mycoprotein, the ASA considered that the claim implied that Quorn was made from mushroom. Marlow Foods were asked either to delete the claim or give in the same font size a statement of the mycoprotein origin of the product or the fungal origin of the product."[49]