Maple Leaf Foods introduces Lightlife line of meat alternatives

Maple Leaf Foods is launching a line of pea protein-based meat alternatives, including a new plant-based burger, under its Lightlife portfolio, as part of a redesign to mark the brand’s 40^th anniversary.

The range consists of a plant-based burger, bratwurst sausage, Italian sausage and an alternative to ground meat. Maple Leaf said the range “offers the taste, texture, aroma and appearance of traditional meat”.

The Lightlife burger has 20g of pea protein with 0g of cholesterol and 2.5g of saturated fat in a quarter-pound patty. Thanks to a culinary approach to product development, ingredients such as pea protein, coconut oil, and beet powder are said to work together to make a juicy and meaty burger.

Maple Leaf said 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.

Lightlife Foods president Dan Curtin said: “With 40 years of leadership in plant-based food innovation, we understand taste is a priority for all consumers. 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.” 

With the plant-based category experiencing rapid growth, Lightlife aims to use its extensive distribution to bring the product to market quickly. 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 suit in April.

Lightlife Foods vice president of marketing Michael Lenahan said: “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.

“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.”

The official launch of the burger will be the first time Lightlife unveils its new look. The redesign rolls out across Lightlife’s full product portfolio throughout the summer with more new items to follow.  

Earlier this month, Impossible Foods released its next-generation meat-free burger, featuring a new recipe which sees the burger get its meaty chew and texture from soy protein, not wheat protein.

Meanwhile, Don Lee Farms is expanding the availability of its organic plant-based burger to 15 countries in Europe, South America and the Caribbean.