Maple Leaf Foods announce the relaunch of Yves Veggie cuisine in Canada after acquiring brand rights
The company says the relaunch is part of its broader protein business strategy
CANADA – Maple Leaf Foods is preparing to reintroduce the Yves Veggie Cuisine brand to the Canadian market nearly a year after its former owner discontinued the business due to weaker demand for meat-free products.
The move follows Maple Leaf Foods’ acquisition of the Yves Veggie Cuisine trademark from Hain Celestial earlier this year, after records from the Canadian Intellectual Property Office showed the transfer was completed in January following an earlier filing in December.
The company later submitted another trademark application covering a broader range of Yves Veggie Cuisine items, including plant-based burgers, sausages, nuggets, bacon substitutes, prepared meals, deli slices, snacks and blended meat products.
According to comments made by Maple Leaf Foods president and chief operating officer Adam Grogan in an interview with Grocery Business, the company intends to place six Yves Veggie Cuisine products back on Canadian shelves ahead of Canada Day on July 1.
Product return planned for summer
The relaunch lineup is expected to include various varieties of plant-based ground products, as well as deli-style turkey and ham alternatives, while the company indicated the recipes will largely remain unchanged from previous versions sold under the brand.
Maple Leaf Foods, which also owns Lightlife and Field Roast, said the return of Yves Veggie Cuisine aligns with its long-term plans to maintain a mix of animal and plant protein offerings as consumer eating habits continue to shift.
The company also plans to launch a nationwide marketing campaign to rebuild awareness of the Yves Veggie Cuisine name and re-establish its position in Canada’s plant-based food sector.
Brand returns after market slowdown
Founded in 1985 by plant-based food entrepreneur Yves Potvin, Yves Veggie Cuisine became one of the earliest commercial meat alternative brands in North America and later reached annual sales of about US$25 million before being sold to Hain Celestial for approximately US$38.6 million.
The brand had continued to record market share growth in Canada as recently as 2023 before Hain Celestial later linked weaker sales in its Meal Prep division to slowing demand in the meat-free category during 2024.
Hain Celestial confirmed in July 2025 that it would discontinue Yves Veggie Cuisine, saying at the time that the decision was tied to efforts to prioritise long-term growth across its wider portfolio of brands.
However, the announcement drew criticism from consumers on social media.
Maple Leaf Foods said production of the returning Yves Veggie Cuisine products will take place at its existing facilities in the United States as the company seeks to use established manufacturing systems and supply networks for the relaunch.
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