Canadian meat product manufacturer, Maple Leaf Foods, has announced a complete revamp of their entire portfolio of meat product offerings. The move comes as consumers continue to demand premium food products without artificial ingredients and chemicals.
According to a release, the company will be investing in making all of their meat products with premium meat and “real, simple, or natural” ingredients. In addition, this refreshed product line will contain no artificial preservatives, flavors, colors or sweeteners and no complicated ingredients.
“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.”
The company defined their food manifesto on their website as an initiative they will take on to provide only “real” meat products. In addition to using natural and real ingredients, the company is also claiming that they will minimize their environmental impact on air, water and land. Maple Leaf also promises to completely cut out chemical ingredients such as artificial smoke flavor, BHA, BHT, potassium chloride and monosodium glutamate (MSG).
“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.”
These new revamped products will be rolling out in grocery stores throughout the year. The products will also have new packaging with an updated logo, design and more prominent ingredient lists. Maple Leaf will also be investing in a marketing campaign that includes television, billboard, digital and print ads.
The company seems to be covering all their bases in the competitive protein industry with their recent acquisition of vegan protein company, Field Roast Grain Meat Co., for $120 million. Now, the company will be able to offer premium meat and vegan protein options to health-focused consumers.
Consumers have been demanding more premium products over the past few years and they are willing to pay extra for them. Maple Leaf Foods joins companies such as Mondelez and Nestlé as well as many major grocers who are investing in premium product offerings. If Maple Leaf honors their promises this year, they are likely to bring in more health-focused consumers.