Plant-based meat substitute brand Yves Veggie Cuisine is set to make a comeback, according to Maple Leaf Foods Inc. The company is reintroducing five Yves products, including veggie deli slices and original and Mexican veggie ground round. Maple Leaf spokesperson, Victoria Berry, stated that this relaunch demonstrates the company’s belief in the plant-based food sector. While the exact launch date is not yet confirmed, Berry anticipates the products will hit store shelves this summer.
Although Maple Leaf did not disclose the sale date, records from the Canadian Intellectual Property Office reveal that some Yves trademarks were transferred to Maple Leaf between December and January, with additional filings made in February. Previously owned by the Hain Celestial Group, Yves Veggie Cuisine ceased operations last September after a 40-year history due to a slowdown in demand for meat alternatives.
Jo-Ann McArthur, president of Nourish Food Marketing, noted that Maple Leaf aims to tap into the nostalgic appeal of the Yves brand. With its wide brand recognition, Yves offered various plant-based substitutes mimicking ham, turkey, and burger patties. McArthur highlighted that Yves complements Maple Leaf’s existing plant-based range, which includes LightLife and Field Roast, as consumers increasingly seek plant-based choices.
While acknowledging the growing demand for plant-based options, McArthur pointed out the shifting consumer preference towards simpler, natural ingredients like tempeh and a move away from heavily processed foods. A report by Circana projected that meat alternative sales in the U.S. peaked at $1.3 billion in 2020 but have since declined.