New plant-based range launched by Maple Leaf Foods
The new core line includes a burger, Bratwurst-style sausage, Italian sausage and ground beef. The new range launch is led by the Lightlife Burger which has 20 grams of pea protein with 0 grams of cholesterol and only 2.5 grams of saturated fat in a quarter-pound patty. It is made from pea protein, virgin coconut oil, and beet powder.
“With 40 years of leadership in plant-based food innovation, we understand taste is a priority for all consumers,” said 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. It’s not science—it’s just good food.”
The brand is also undergoing a redesign as part of its 40th anniversary celebrations.
“Driven by our best-in-class R&D team, we’ve been able to develop these amazing new products in record time. 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,” said Michael Lenahan, vice president of marketing of Lightlife Foods. “The new branding is more vibrant and contemporary while staying true to our rich heritage in natural foods, reflecting the category’s growing consumer base. Combined with our core line innovation, the biggest campaign in the brand’s history, and a rich pipeline of new products across our broad portfolio, we are excited to continue to lead this dynamic category in the US and Canada into the future.”
In the US, the Lightlife Burger starts shipping to foodservice this month and hits grocery store shelves starting in late March, with more products quickly following. The Canadian launch follows in April.
