Maple Leaf Foods Inc.’s plant protein company, Lightlife Foods, has taken out full-page newspaper advertisements to criticize two of its competitors, Beyond Meat and Impossible Foods.
It calls its advertising campaign "Clean Break", saying it is making a clean break from other “food tech” companies.
President Dan Curtin said Lightlife is "a real food company" that uses "simple ingredients and methods to make ... delicious plant-based food."
He said Lightlife's burger has 11 ingredients compared with 18 to 20 ingredients in Beyond and Impossible burgers.
"People deserve plant-based protein that is developed in a kitchen, not a lab," the ad says.
