Yves Veggie Cuisine, a well-known plant-based meat alternative brand, is set to re-enter the market. Maple Leaf Foods Inc. has announced 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. While the exact launch date has not been confirmed, the products are expected to hit store shelves this summer.
The transfer of some Yves trademarks to Maple Leaf took place in December and January, as indicated by Canadian Intellectual Property Office documents. Additional trademark filings were made by Maple Leaf in February. Previously owned by the Hain Celestial Group, Yves Veggie Cuisine ceased operations last September after a 40-year presence in the market due to a slowdown in demand for meat substitutes.
Jo-Ann McArthur, president of Nourish Food Marketing, noted that Maple Leaf aims to capitalize on the nostalgic appeal of the Yves brand, known for offering plant-based alternatives mimicking ham, turkey, and burger patties. With brands like LightLife and Field Roast in its plant-based portfolio, Yves complements Maple Leaf’s existing product offerings. McArthur highlighted the growing consumer interest in plant-based options, emphasizing the need for more choices in this category.
While Yves has a strong brand presence, McArthur pointed out that consumer preferences are shifting towards simpler and natural ingredients like tempeh, veering away from highly processed foods. A recent report by Circana revealed that meat alternative sales in the U.S. peaked at $1.3 billion in 2020 but have since experienced a decline. It remains to be seen how Yves will perform in a market evolving towards more natural and less processed food choices.