Maple Leaf Foods announced its new pea-based veggie burger the same day the new Canada Food Guide was unveiled, featuring a shift in recommendations to reduce meat consumption and increase vegetable proteins.
Maple Leaf Foods unit Lightlife Foods said it will have the “sensory experience” of a beef burger.
The Lightlife Burger is part of a new pea protein-based refrigerated product line that includes Lightlife Ground, Bratwurst Sausage and Italian Sausage. The Ground product is meant to be used in dishes from lasagna to tacos and chili.
The Lightlife Burger starts shipping to foodservice this month and to grocery retailers in late March, with more products following soon thereafter.
The Canadian launch follows in April.
“The new line offers the taste, texture, aroma and appearance of traditional meat,” the company said in a press release.
“Because it’s grown to grill, cooking the burger over an open flame will enrich its tender, beefy texture,”the company said.
Maple Leaf bought Lightlife last year.
