Yves Veggie Cuisine, a plant-based meat substitute brand, is set for a revival under Maple Leaf Foods Inc. The company is reintroducing 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 sector. While the official launch date is pending, the products are expected to hit stores this summer. Documentation from the Canadian Intellectual Property Office reveals 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 last September after a 40-year tenure due to declining demand for meat alternatives. Maple Leaf aims to evoke nostalgia with the brand, leveraging its established brand awareness and diverse plant-based offerings that emulate ham, turkey, and burger patties.
Jo-Ann McArthur, president of Nourish Food Marketing, noted that Yves complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, as consumers increasingly seek plant-based options. However, McArthur highlighted the shifting consumer preference towards simpler, natural ingredients like tempeh and away from heavily processed foods.
Despite a peak in meat alternative sales at $1.3 billion in the U.S. in 2020, a 2024 Circana report indicates a subsequent decline, indicating a changing landscape in the plant-based food market.