Alternatives Maple Leaf Foods launches plant-based product line

by Editor fleischwirtschaft.com
Friday, January 25, 2019
Maple Leaf Foods aquired Lightlife in 2017.
Photo: Lightlife
Maple Leaf Foods aquired Lightlife in 2017.

Lightlife Foods, a refrigerated alternative protein brand in US retail, is introducing a new plant-based burger that delivers the sensory experience consumers crave from a beef burger.
Created with culinary expertise, familiar ingredients, and balanced nutrition, the Lightlife Burger is the hero of a new pea protein-based product line free of GMOs, gluten, soy and artificial flavors. These products introduce the Lightlife brand to a new set of consumers, spearheading a full brand redesign to mark its 40th anniversary.

Including the Lightlife Burger, Ground, Bratwurst Sausage, and Italian Sausage, the new line offers the taste, texture, aroma and appearance of traditional meat, but is made of plants.

With the plant-based category experiencing rapid growth, Lightlife is tapping into its deep customer relationships and extensive distribution to bring the product to market quickly. In the US, the product line starts shipping to foodservice this month and hits grocery store shelves starting in late March, with more products quickly following. The Canadian launch follows suit in April.

The introduction of the new line marks Lightlife’s most significant innovation launch and consumer campaign in the brand’s history since its founding in 1979.

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