Plant-based food company Yves Veggie Cuisine is set for a relaunch as Maple Leaf Foods Inc. announces the revival of five Yves products, including veggie deli slices and original and Mexican veggie ground round. According to Maple Leaf spokesperson Victoria Berry, this relaunch demonstrates the company’s confidence in the plant-based food sector. The exact launch date is yet to be confirmed, but the products are expected to hit stores this summer.
Although Maple Leaf did not disclose the specific timing of the acquisition, records from the Canadian Intellectual Property Office indicate that some Yves trademarks were transferred to Maple Leaf in December and January, with additional filings in February. Previously owned by Hain Celestial Group, Yves Veggie Cuisine ceased operations in September after four decades due to a slowdown in demand for meat substitutes.
Jo-Ann McArthur, president of Nourish Food Marketing, noted that Maple Leaf aims to tap into the nostalgia associated with the Yves brand, known for offering plant-based alternatives like ham, turkey, and burger patties. The reintroduction of Yves complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, catering to the growing consumer demand for plant-based options.
McArthur highlighted the shifting consumer preference towards simpler and natural ingredients like tempeh, moving away from heavily processed foods. While plant-based meat alternatives saw a peak in sales at $1.3 billion in the U.S. in 2020, a report by Circana projected a decline in subsequent years. It will be intriguing to observe how Yves performs in a market where consumers prioritize natural ingredients and less processed alternatives.