Yves Veggie Cuisine to Be Discontinued Amid Falling Demand for Meat-Free Products

A cross section of a plant-based patty with a meaty taste, taken on Dec. 28, 2021. Jack Guez/AFP via Getty Images

Canadian plant-based brand Yves Veggie Cuisine is being discontinued after 40 years, with its parent company citing slowing demand for meat-free products.

U.S.-based Hain Celestial Group, the brand’s parent company, said the decision “was not made lightly” and was driven by declining consumer demand. Yves Veggie Cuisine, founded in Canada in 1985, offers plant-based snack and meal options, including veggie versions of ham, bacon, burgers, meatballs, and hot dogs.

“The meat-free category has been declining for several years, which led to the business becoming increasingly challenging and difficult to sustain,” a spokesperson for the company told The Epoch Times in a Sept. 2 statement.

“We recognize that this announcement may be disappointing to many loyal consumers who have supported Yves over the years,” it added. “We are deeply grateful for their trust and commitment to the brand, and we extend our sincere thanks for their continued support throughout its journey.”

Consumers will continue to find Yves Veggie Cuisine products on store shelves through the fall and into early winter as stores gradually wind down their stock, the company said.

In response to the announcement, an online petition was launched by a consumer to ask the company to reconsider its decision, highlighting the brand’s role in the diets of vegetarians and vegans in Canada. The petition has gathered more than 2,800 signatures as of publication time.

“The news of Yves Veggie Cuisine being discontinued in Canada by its parent company, Hain Celestial, has sent ripples of concern through our community,” reads the petition. “It serves as more than just a brand; it represents accessibility to plant-based eating for Canadians in various regions, particularly where options are limited.”

The Epoch Times asked Hain Celestial Group whether it would reconsider the decision if the petition gained significant support, but the company didn’t respond by publication time.

Plant-based meat and seafood sales in the United States declined for the second consecutive year in 2024, according to a report by the Good Food Institute, a non-profit organization. Unit sales dropped 28 percent between 2022 and 2024, falling from 270 million units to 195 million units.

In Canada, most consumers describe themselves as meat eaters, while a lower portion consider themselves vegetarian or vegan, according to a March 12 report by market research company Innova Market Insights. It says that compared to consumers in other countries, Canadians are more likely to view plant-based foods as “expensive,” “not tasting good,” and being “overly processed.”

Those who consider or purchase plant-based products are encouraged by factors such as perceived health benefits, animal welfare, and lower environmental impact, according to the report.

Hain Celestial Group, headquartered in Hoboken, New Jersey, owns a variety of health and wellness brands, which are marketed and sold in more than 75 countries and range from snacks and beverages to meal preparation and personal care products. Its brands include Garden Veggie snacks, Terra chips, and Celestial Seasonings teas.