Maple Leaf brand responding to the changing
needs of Canadian families by using only real, simple, or natural
ingredients
MISSISSAUGA, ON, May 7, 2018 /PRNewswire/ - Maple Leaf Foods is
launching the most sweeping changes in the history of its iconic
Maple Leaf brand to lead a real food movement in the prepared meats
category.
This includes a comprehensive revamp of the entire portfolio so
that all products are made with Maple Leaf's premium meat and real,
simple, or natural ingredients. All products will contain NO
artificial preservatives, flavours, colours or sweeteners. The
brand will lead in transparency, including legible, pronounceable
ingredients that consumers trust and can find in their pantry.
"Consumer expectations are changing, and we are rising to the
challenge," said Michael McCain,
president and CEO. "Protein is foundational to healthy bodies, and
Maple Leaf will stand for delicious food made of real, simple or
natural ingredients that parents can feel good about feeding their
families. We have committed ourselves to a radical new food
manifesto which reflects this revolution and defines the standards
this brand will live by."
"Over the last 18 months, Maple Leaf has reformulated each
product carrying this brand, with just the simplest and highest
quality real food," said Adam
Grogan, senior vice president, marketing and innovation. "We
have taken out the things people don't want or don't know, and have
only included ingredients that deliver our highest standard of
quality and delicious taste. The result is a breakthrough of
innovation in meat products that consumers love to eat. They can
feel good about their real food choices and can trust the brand
through our commitment of absolute transparency."
Beginning now, and rolling out through the remainder of the
year, Canadians will find a new and refreshed Maple Leaf brand in
their grocery stores, including a vibrant new logo, packaging
design, and more prominent, easy-to-read ingredient lists on all
products. The campaign will be brought to life through a bold,
multi-phase national marketing program including television,
out-of-home billboards, digital and print.
These sweeping brand changes signify a much larger commitment to
a sustainable planet. Maple Leaf Foods is pursuing a vision to be
the most sustainable protein company on earth by going beyond the
food it produces to create broader social value. This includes a
commitment to substantially reducing its environmental impact on
air, water and land; being a leader in animal care; and advancing
food security for all Canadians.
About Maple Leaf Foods
Maple Leaf Foods Inc. is a
leading consumer protein company, making high quality, innovative
products under national brands including Maple Leaf®, Maple Leaf
Prime®, Maple Leaf Natural Selections®, Schneiders®, Schneiders®
Country Naturals®, Mina®, LightlifeTM and Field
Roast Grain Meat Co. TM. The Company employs
approximately 11,500 people and does business in Canada, the U.S. and Asia. The Company is headquartered in
Mississauga, Ontario and its
shares trade on the Toronto Stock Exchange (MFI).
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SOURCE Maple Leaf Foods Inc.