"Maple Leaf Foods Inc. says it's reviving five Yves products, including veggie deli sliced products and original and Mexican veggie ground round. Maple Leaf spokesperson Victoria Berry says the relaunch reflects the company's confidence in the plant-based category. She says the launch date has not been set yet, but expects to see the products in stores this summer."
"Yves Veggie Cuisine, which was previously owned by Hain Celestial Group, was shuttered last September after a 40-year run, as demand for meat substitutes slowed. Jo-Ann McArthur, president of Nourish Food Marketing, said Maple Leaf is hoping to capture the nostalgia of the brand. "Yves has a lot of brand awareness," she said. "Maybe, that's what they're buying.""
"A well-known household brand, Yves offered a range of plant-based alternatives meant to imitate ham, turkey and burger patties, among other items. She said Yves also makes a good addition to Maple Leaf's existing plant-based portfolio, which includes LightLife and Field Roast. "Consumers are looking for more plant-based options," McArthur said."
"However, she said it will be interesting to see how Yves fares in a market where consumers are increasingly looking for simpler and natural ingredients, such as tempeh and moving away from ultra-processed food. A 2024 report by Circana showed sales of meat alternatives peaked in the U.S. at $1.3 billion in 2020 and have since declined."
Maple Leaf Foods is reviving five Yves Veggie Cuisine products, including veggie deli sliced items and original and Mexican veggie ground round. The relaunch reflects confidence in the plant-based category, with products expected in stores this summer, though a specific date has not been set. Trademark transfers to Maple Leaf occurred in December and January, with additional filings made in February. Yves Veggie Cuisine previously belonged to Hain Celestial Group and was shut down last September after decades in the market as demand for meat substitutes slowed. The relaunch is intended to capture consumer nostalgia and brand recognition, while also fitting into Maple Leaf’s existing plant-based portfolio. Market performance for meat alternatives has declined since a 2020 peak in the U.S.
Read at www.cbc.ca
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