Plant-based meat substitute brand Yves Veggie Cuisine is set for a relaunch. Maple Leaf Foods Inc. is bringing back five Yves products, including veggie deli slices and original and Mexican veggie ground round. According to Maple Leaf spokesperson Victoria Berry, this revival underscores the company’s confidence in the plant-based food sector. While the exact release date is yet to be determined, the products are expected to hit stores this summer.
The ownership transfer of Yves trademarks from Hain Celestial Group to Maple Leaf occurred in December and January, as indicated by Canadian Intellectual Property Office records. Additional filings by Maple Leaf took place in February. Yves Veggie Cuisine, previously owned by Hain Celestial Group, ceased operations last September after a 40-year history due to a slowdown in 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, known for offering a variety of plant-based alternatives mimicking ham, turkey, and burger patties. The acquisition of Yves complements Maple Leaf’s existing plant-based portfolio, which includes LightLife and Field Roast, aligning with the growing consumer interest in plant-based options.
Despite the positive reception, McArthur highlighted the evolving consumer preference for simpler and natural ingredients like tempeh over highly processed foods. 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 experienced a decline.