Yves Veggie Cuisine, a well-known plant-based meat substitute brand, 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.
Victoria Berry, a spokesperson for Maple Leaf, expressed the company’s confidence in the plant-based category through this relaunch. While an exact launch date is yet to be confirmed, Berry anticipates seeing these products on store shelves this summer.
Although Maple Leaf did not disclose the sale date, records from the Canadian Intellectual Property Office indicate the transfer of some Yves trademarks to Maple Leaf in December and January, with additional filings in February.
Previously under the ownership of Hain Celestial Group, Yves Veggie Cuisine ceased operations last September after a 40-year tenure due to a slowdown in demand for meat alternatives.
Jo-Ann McArthur, president of Nourish Food Marketing, noted that Maple Leaf aims to capitalize on the nostalgia associated with the Yves brand, known for offering plant-based alternatives mimicking ham, turkey, and burger patties, among other products. McArthur highlighted the complementarity of Yves with Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast.
With consumers increasingly seeking plant-based options, McArthur emphasized the importance of Yves in meeting this demand. However, she pointed out the shifting consumer preference towards simpler, natural ingredients like tempeh over highly processed foods, raising questions about Yves’ performance in the market.
A report by Circana in 2024 revealed that meat alternative sales in the U.S. peaked at $1.3 billion in 2020 but have since declined, reflecting changing consumer trends.
The return of Yves Veggie Cuisine signifies Maple Leaf’s strategic move into the growing plant-based market segment, catering to evolving consumer preferences for healthier and sustainable food options.