Plant-based meat substitute brand Yves Veggie Cuisine is set for a comeback. Maple Leaf Foods Inc. is reintroducing five Yves products, including veggie deli slices and original and Mexican veggie ground round. A Maple Leaf spokesperson, Victoria Berry, stated that the relaunch demonstrates the company’s confidence in the plant-based sector. While the exact launch date is pending, the products are expected to hit stores this summer.
Although Maple Leaf did not disclose the sale date, records from the Canadian Intellectual Property Office reveal that some Yves trademarks were transferred to Maple Leaf between 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 stint due to a slowdown in meat substitute demand.
Jo-Ann McArthur, president of Nourish Food Marketing, mentioned that Maple Leaf aims to tap into the nostalgia associated with the Yves brand, renowned for offering plant-based alternatives mimicking ham, turkey, and burger patties. Yves complements Maple Leaf’s existing plant-based lineup, which includes LightLife and Field Roast, catering to the rising consumer demand for plant-based options.
McArthur noted that consumers are increasingly seeking simpler, natural ingredients like tempeh and moving away from heavily processed foods. A Circana report from 2024 revealed that meat substitute sales in the U.S. peaked at $1.3 billion in 2020 but have since experienced a decline.