Legacy Plant Protein Brand Yves Veggie Cuisine is Being Discontinued – and People are Mad

After 40 years in operation, Yves Veggie Cuisine, a Canadian plant-based meat brand, is being discontinued by owner Hain Celestial, causing outrage among consumers. The brand, known for its wide range of meat-free products, was a pioneer in the industry and even made it onto the McDonald's menu at one point. Despite its initial success, declining sales in the meat-free sector led to the decision to discontinue the brand, sparking backlash on social media.

Many loyal customers expressed disappointment and frustration over the announcement, with some even calling for a boycott of Hain Celestial. The closure of Yves Veggie Cuisine is part of a larger trend in the plant-based meat industry, with other companies scaling back their offerings or going out of business. Despite the challenges faced by the sector, the plant-based industry in Canada is still recognized as an important part of the country's food tech ecosystem, raising questions about the future of Yves Veggie Cuisine and other legacy plant-based brands.