Plant-based food company Yves Veggie Cuisine is set for a comeback 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 category. Although the official launch date has not been confirmed, the products are expected to hit stores this summer.
Maple Leaf’s acquisition of Yves trademarks was evident in documents from the Canadian Intellectual Property Office, indicating a transfer of ownership in December and January, with additional filings in February. Yves Veggie Cuisine, previously under the ownership of Hain Celestial Group, ceased operations last September after a 40-year history due to decreased demand for meat substitutes.
Industry expert Jo-Ann McArthur noted that Maple Leaf aims to capitalize on Yves’ brand recognition and nostalgia. Yves, known for its plant-based alternatives like ham, turkey, and burgers, complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast. With consumers increasingly seeking plant-based options, the reintroduction of Yves aligns with evolving market trends.
Despite the resurgence of plant-based products, McArthur highlighted the shift towards simpler and natural ingredients, such as tempeh, as consumers move away from heavily processed foods. Recent data from Circana revealed a peak in meat alternative sales in 2020 in the U.S. at $1.3 billion, followed by a subsequent decline.
