TORONTO -- An iconic Canadian food brand has embarked on production changes to initiate a real food movement in prepared meats.
Maple Leaf points to changing consumer needs and expectations for simple, natural ingredients, as the impetus for the changes.
President and CEO, Michael McCain, says the company is rising to the challenge.
"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 is revamping its entire product line so that all of its products are made with Maple Leaf's premium meat and real, simple, or natural ingredients. None of the products will contain artificial preservatives, flavours, colours or sweeteners. The brand will also lead in transparency, including legible, pronounceable ingredients that consumers trust and can find in their pantry.
Senior vice president of marketing and innovation, Adam Grogan, says that over 18 months, Maple Leaf reformulated each product, using the simplest and highest quality real food.
"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."
The brand changes are expected to reduce environmental impact on air, water and land as the company moves to more sustainability.
Maple Leaf has already begun rolling out its upgraded product line and the roll-out will continue for the rest of the year. The up-dated brand includes a new logo and package design.
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