Plant-based food company Yves Veggie Cuisine is set to relaunch its products with Maple Leaf Foods Inc. reintroducing five Yves items, including veggie deli slices and original and Mexican veggie ground round. According to Maple Leaf spokesperson Victoria Berry, this relaunch signifies the company’s confidence in the plant-based food sector. While the exact launch date is still pending, Berry anticipates the products hitting stores this summer.
Although Maple Leaf did not specify the timing of the sale, 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. Yves Veggie Cuisine, previously under Hain Celestial Group’s ownership, closed its doors last September after a 40-year operation due to declining 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. Recognized for its plant-based alternatives mimicking ham, turkey, and burger patties, Yves is a well-established household name. McArthur highlighted that Yves complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, as consumers increasingly seek plant-based options.
While consumer interest in plant-based products is growing, McArthur pointed out the shift towards simpler and natural ingredients like tempeh, away from highly processed foods. A report by Circana in 2024 indicated that meat alternative sales in the U.S. peaked at $1.3 billion in 2020 but have since declined, underscoring evolving preferences in the market.