Yves Veggie Cuisine, a well-known plant-based meat alternative brand, is set to make a comeback 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, the relaunch signifies the company’s confidence in the plant-based food category. While a specific launch date is yet to be announced, the products are expected to hit stores this summer. Documents from the Canadian Intellectual Property Office reveal that some Yves trademarks were transferred to Maple Leaf between December and January, with additional filings in February.
Previously owned by the Hain Celestial Group, Yves Veggie Cuisine ceased operations last September after a 40-year legacy 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 mimicking ham, turkey, and burger patties.
McArthur highlighted that Yves’ reentry complements Maple Leaf’s existing plant-based portfolio, alongside LightLife and Field Roast, as consumer interest in plant-based options continues to rise. Despite this, she acknowledged the shifting consumer preference towards simpler and natural ingredients like tempeh, 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 decreased, indicating evolving consumer trends in the market.
