Plant-based meat substitute brand Yves Veggie Cuisine is set to make 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. Maple Leaf spokesperson Victoria Berry attributes the relaunch to the company’s confidence in the plant-based food category, with an expected summer release in stores.
While the specific sale date was not disclosed by Maple Leaf, records from the Canadian Intellectual Property Office indicate 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 history due to a decrease in demand for meat substitutes.
Jo-Ann McArthur, president of Nourish Food Marketing, notes that Maple Leaf aims to tap into Yves’ established brand recognition and nostalgic appeal. Yves, known for offering plant-based alternatives like ham, turkey, and burger patties, complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, catering to the growing consumer demand for plant-based options.
McArthur highlights the evolving consumer preferences for simpler and natural ingredients like tempeh over heavily processed foods, suggesting that Yves’ success in the market will depend on aligning with these shifting trends. A report by Circana projected a peak in meat alternative sales at $1.3 billion in the U.S. in 2020, followed by a decline in subsequent years.