Maple Leaf hopes protein craze will help drive comeback for Yves Veggie brand

MISSISSAUGA — Maple Leaf Foods is optimistic that the current protein craze will contribute to a resurgence for its Yves Veggie Cuisine brand, according to chief operating officer Adam Grogan. The demand for protein among consumers is consistently high, driven in part by social media and the rise of protein-first diets, which can be sourced from both animals and plants.

The company has brought back the 40-year-old plant-based meat brand, which was discontinued last year due to a decline in demand for meat substitutes. While consumer demand for plant-based meats may not have been as strong as it once was a decade ago, when investors poured money into brands like Beyond Meat, Grogan believes there remains growth potential among Yves’ core consumers, including vegans, vegetarians, and flexitarians.

The launch of the brand also comes as Maple Leaf announced it is consolidating its U.S.-based plant-protein production facilities earlier this week.