Plant-based meat substitute brand Yves Veggie Cuisine is set to make a resurgence, according to Maple Leaf Foods Inc. The company is reintroducing five Yves products, including veggie deli slices and original and Mexican veggie ground round. The relaunch signifies Maple Leaf’s confidence in the plant-based market, as stated by spokesperson Victoria Berry. Although the exact release date is pending, the products are expected to hit shelves this summer.
Maple Leaf acquired certain Yves trademarks in December and January, with additional filings made in February, indicating a strategic move to revive the brand. Yves Veggie Cuisine, previously owned by Hain Celestial Group, ceased operations last September after a 40-year legacy due to declining demand for meat alternatives.
Industry expert Jo-Ann McArthur noted Maple Leaf’s attempt to tap into the nostalgia associated with the Yves brand, known for offering plant-based alternatives mimicking various meat products. McArthur highlighted the synergy between Yves and Maple Leaf’s existing plant-based lineup, which includes LightLife and Field Roast, catering to the growing consumer demand for plant-based options.
While consumers are increasingly seeking simpler and natural ingredients like tempeh and shunning heavily processed foods, the success of Yves in this evolving market remains to be seen. A report by Circana projected a peak in meat alternative sales in 2020 in the U.S., followed by a subsequent decline.