Plant-based food company Yves Veggie Cuisine is set to relaunch five of its products with the help of Maple Leaf Foods Inc. The revived products will include veggie deli slices and original and Mexican veggie ground round. According to Maple Leaf spokesperson Victoria Berry, this relaunch signals the company’s strong belief in the plant-based food sector. While an official launch date has not been confirmed, the products are expected to hit store shelves this summer.
Maple Leaf did not provide details on the acquisition timeline, but records from the Canadian Intellectual Property Office indicate that some Yves trademarks were transferred to Maple Leaf between December and January, with additional filings in February. Previously under the ownership of Hain Celestial Group, Yves Veggie Cuisine closed its doors last September after a four-decade run due to a slowdown in demand for meat substitutes.
Industry expert Jo-Ann McArthur mentioned that Maple Leaf aims to tap into the nostalgia associated with the Yves brand, which has a strong brand recognition. Yves, known for offering plant-based alternatives like ham, turkey, and burger patties, complements Maple Leaf’s existing plant-based product lineup, which includes LightLife and Field Roast. McArthur highlighted the growing consumer interest in plant-based options and Maple Leaf’s strategic move to cater to this demand.
Despite the reemergence of Yves, the market trend towards simpler and natural ingredients like tempeh, and a shift away from heavily processed foods, poses an interesting challenge. A report by Circana projected that meat alternative sales in the U.S. peaked at $1.3 billion in 2020 but have since declined. The return of Yves Veggie Cuisine will be closely watched as consumers increasingly seek healthier and more sustainable food choices.
