MISSISSAUGA, Ont. — Maple Leaf Foods is the latest competitor to enter the plant-based-burger market, according to the Financial Post. Joining major players such as Beyond Meat and Impossible Foods, the new patties are expected to reach foodservice clients in February and begin shipping to Canadian and U.S. retailers by the end of March.
The meat processor has partnered with Lightlife Foods — a brand that became a fully owned subsidiary of Maple Leaf Foods Inc. in 2017 — and plans to take advantage of its relationships to make the product available in restaurants and stores in Canada.
“With 40 years of leadership in plant-based-food innovation, we understand taste is a priority for all consumers,” says Dan Curtin, president of Lightlife Foods. “We didn’t join the plant-based category overnight — we’ve long been pioneering the industry. Our new burger is delicious, thanks to decades of culinary know-how, and we know we’ll be serving up an entirely better experience for consumers who want a break from traditional meat or whose palates are craving a new adventure.”
The Lightlife Burger has 270 calories — the same as the Beyond Meat Burger and slightly more than the Impossible Burger, which contains 240 calories. Made from pea protein, the burger is also non-GMO, soy-free and gluten-free.
“This core line will attract new consumers to the brand and delight those who have been on the plant-based journey with Lightlife over the last 40 years,” says Michael Lenahan, VP of Marketing for Lightlife Foods.