To mark its 40th anniversary, a line of pea protein-based meat alternatives, including a new plant-based burger, is due to be launched by Maple Leaf Foods under its Lightlife portfolio. The range consists of a plant-based burger, bratwurst sausage, Italian sausage and an alternative to ground meat.
The Lightlife burger has 20g of pea protein with 0g of cholesterol and 2.5g of saturated fat in a quarter-pound patty. Thanks to a culinary approach to product development, ingredients such as pea protein, coconut oil, and beet powder are said to work together to make a juicy and meaty burger.
“With 40 years of leadership in plant-based food innovation, we understand taste is a priority for all consumers. We didn’t join the plant-based category overnight – we’ve long been pioneering the industry. Our new burger is delicious thanks to decades of culinary know-how, and we know we’ll be serving up an entirely better experience for consumers who want a break from traditional meat or whose palates are craving a new adventure. It’s not science, it’s just good food,” said Lightlife Foods president Dan Curtin.
The plant-based category is experiencing rapid growth, meaning that Lightlife could bring the product to market quickly. In the US, the Lightlife burger starts shipping to foodservice this month and hits grocery store shelves starting in late March, with more products quickly following. The Canadian launch follows suit in April.
“Driven by our best-in-class R&D team, we’ve been able to develop these amazing new products in record time. This core line will attract new consumers to the brand and delight those who have been on the plant-based journey with Lightlife over the last 40 years,” said Lightlife Foods vice president of marketing Michael Lenahan.
“The new branding is more vibrant and contemporary while staying true to our rich heritage in natural foods, reflecting the category’s growing consumer base. Combined with our core line innovation, the biggest campaign in the brand’s history, and a rich pipeline of new products across our broad portfolio, we are excited to continue to lead this dynamic category in the US and Canada into the future,” Michael added.
The official launch of the burger will be the first time Lightlife unveils its new look. The redesign rolls out across Lightlife’s full product portfolio throughout the summer with more new items to follow.