Yves Veggie Cuisine, a well-known plant-based meat alternative brand, is set to make a comeback under Maple Leaf Foods Inc.’s revival efforts. The company plans to reintroduce five Yves products, including veggie deli slices and original and Mexican veggie ground round. According to Maple Leaf spokesperson Victoria Berry, this relaunch signifies the company’s confidence in the plant-based food category. While an exact launch date is yet to be announced, the products are expected to hit stores this summer.
Maple Leaf acquired some Yves trademarks in December and January as per Canadian Intellectual Property Office records, with additional filings made in February. Previously owned by Hain Celestial Group, Yves Veggie Cuisine ceased operations last September after a four-decade history due to a slowdown in demand for meat substitutes.
Industry expert Jo-Ann McArthur of Nourish Food Marketing mentioned that Maple Leaf aims to tap into the nostalgia associated with the Yves brand, known for offering plant-based alternatives mimicking ham, turkey, and burger patties, among other products. Yves’ addition complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, catering to the growing consumer interest in plant-based options.
Despite the positive outlook, McArthur pointed out the evolving consumer preferences favoring simpler and natural ingredients like tempeh over highly processed foods. A 2024 report by Circana highlighted a peak in meat alternative sales in the U.S. at $1.3 billion in 2020, followed by a subsequent decline in recent years. The reintroduction of Yves Veggie Cuisine aligns with shifting consumer trends towards plant-based eating options in the market.