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Maple Leaf Foods has unveiled Musafir, a new food brand that marries South Asian culinary traditions with modern convenience, responding to the growing consumer demand for global flavours and protein-rich foods.

This launch comes as the Canadian food market increasingly embraces diverse cuisines, particularly those inspired by the South Asian community, which is the country's fastest-growing visible minority.

Musafir, meaning 'traveller' in several languages, including Hindi and Urdu, is designed to resonate with the evolving tastes of Canadian consumers.

The brand features a range of products, including vegetarian and chicken options, presented in familiar formats such as burgers, nuggets and savoury bites. This approach not only caters to the rising interest in plant-based diets but also addresses the demand for high-protein foods.

Jitendra Sagili, chief R&D and food technology officer at Maple Leaf Foods, said: "Musafir was developed to explore how food can connect people to culture, memory and new experiences".

The product line aims to deliver authentic flavours while ensuring convenience, making it easier for consumers to enjoy traditional tastes in a modern format.

The Musafir product range showcases key ingredients prevalent in South Asian cooking, particularly paneer cheese and masala spice blends.

Key offerings include:

• Paneer Burgers and Paneer Nuggets: These vegetarian options combine paneer, potato, onion and red pepper with masala spices, delivering 9-10g of protein per serving, ready in 12 to 15 minutes.

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• Masala Paneer Bites: Featuring a blend of paneer and chickpea flour, these bites offer 12g of protein and can be microwaved in just two minutes or air-fried in 12 minutes.

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• Popcorn Paneer: Available at Costco, these snackable bites mix paneer with traditional spices for a protein-packed option.

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• Masala Omelette Bites: A convenient breakfast choice with 11g of protein, ready in 90 seconds.

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• Butter Chicken Bites: Tender chicken in a rich butter chicken sauce, ready in just 90 seconds in the microwave.

These products are now available in the frozen aisles of major grocery retailers across Canada.

The introduction of Musafir aligns with demographic shifts in Canada, where second-generation Canadians are increasingly blending their cultural heritage with contemporary lifestyles.

This demographic change is driving a growing appetite for bold, convenient flavours that reflect diverse culinary traditions.