Maple Leaf Foods, Canada, launched sweeping changes to the Maple Leaf brand, including 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, flavors, colors or sweeteners, as well as legible, pronounceable ingredients.
"Consumer expectations are changing, and we are rising to the challenge," says 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," says 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."
Rolling out through the remainder of the year, Canadians will find a new and refreshed Maple Leaf brand, including a vibrant new logo, packaging design and more prominent, easy-to-read ingredient lists.