BURST
A well-loved vegan brand that started 40 years ago in Vancouver will soon be gone from supermarket shelves.
Yves Veggie Cuisine, which is known for its meat-free burgers, hotdogs and deli meats, is being discontinued by parent company Hain Celestial Group.
The company did not make an official announcement, instead sharing the news earlier this week in a comment on a social media post touting its alternative meat products for a plant-based picnic.
In a reply for a plea for the brand to expand to Michigan, the company said it had made the “difficult decision” to discontinue the Yves brand “after careful consideration of how we can best focus our efforts to ensure long-term growth across our brand portfolio.”
Hain does not offer any other meat-free brands and directed customers to other products in its portfolio.
The news was met with outrage and disappointment from customers, many of whom said Yves products were staples in their homes.
Some expressed disbelief that the products aren’t selling, saying they are often sold-out in their local stores. Many begged the company to reconsider, with some suggesting the company increase the price of the products rather than eliminating them completely.
Yves was founded by trained chef and entrepreneur Yves Potvin in 1985 after he developed what he called the world’s first veggie dog made of soy. He sold the company to Hain in 2001 before going on to develop other plant-based protein products.
Postmedia has reached out to Hain Celestial to find out about when the brand will be shut down.
More to come.