Maple Leaf Foods is set to bring back Yves Veggie Cuisine, one of Canada’s longest-standing plant-based brands, following its acquisition of the label. The relaunch, reported exclusively by Grocery Business through an interview with Adam Grogan, president and COO of Maple Leaf Foods, is targeted for around Canada Day, with six SKUs planned for retail shelves before the end of the year.
Yves, which traces its origins back more than four decades, had built significant consumer recognition in Canada before being discontinued. Its absence from shelves left a gap in the entry-level, soy-based plant protein segment, where heritage and familiarity have historically driven purchase behavior.
Six SKUs returning, recipes unchanged
The returning lineup will cover roughly two-thirds of the brand’s previous portfolio, with ground and deli-style products among the offerings. According to Grogan, formulations will remain consistent with what Canadian shoppers remember. “It allows us to bring the brand back with the right level of scale, safety and operational rigour,” he told Grocery Business.
Production will take place at Maple Leaf’s existing US facilities, drawing on established supply chains, equipment, and food safety infrastructure. The company has pointed to this approach as a way to address some of the operational challenges that contributed to the brand’s earlier decline.
A national marketing campaign will accompany the relaunch, focused on rebuilding consumer awareness.
Positioning within a wider protein portfolio
Maple Leaf already owns Lightlife Foods and Field Roast, both of which operate across North American retail and foodservice channels. The addition of Yves extends the company’s plant-based presence while targeting a different consumer profile: shoppers looking for a more accessible entry point into plant protein rather than direct meat substitution.
“There’s growing demand for protein and fibre, and plant-based can play a role in that. We see Yves as a gateway brand, particularly for consumers looking to incorporate plant protein into their diets in a more approachable way,” stated Grogan.
Grogan expressed a more measured view of where the category stands. “Plant protein remains a core part of our vision to be the most sustainable protein company on earth,” he said, adding that plant-based represents one of several protein sources the company sees as relevant to shifting consumer demand for health, nutrition, and variety.
