Popular plant-based brand Yves has been discontinued and Canadians are outraged
Yves Veggie Cuisine, one of Canada’s longest-running plant-based food makers, has quietly announced that it is being discontinued, and fans across the country are sharing their disappointment in the news.
The announcement was quietly revealed in a reply to a comment left on a recent Instagram post by the B.C.-founded company.
When a user asked Yves to expand their products to Michigan and the United States, the company responded that they had made the “difficult decision” to discontinue the brand.
Yves explained that the move was done to “ensure long-term growth across [its] brand portfolio.”
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“We understand your disappointment, and we truly appreciate your loyalty over the years,” added Yves.
The exact date of when the Yves brand was officially discontinued has not yet been confirmed, though the company’s website is still active at the time of publication.
Entrepreneur Yves Potvin founded what would become Yves Veggie Cuisine in 1985, touting the world’s first veggie dog created out of soy.
Potvin sold the company to The Hain Celestial Group in 2001. He would also go on to create the plant-based food company Gardein and is the current president and owner of Pacific Institute of Culinary Arts.
Yves is known for its variety of plant-based burgers, hot dogs, and meats.
A call to the company’s customer service hotline confirmed the discontinuation of the brand.
Daniel Chai/Daily Hive
“We are so sorry about that,” said the customer service representative. “Items may still be in stock at stores, but they’re not being made anymore.”
“Items are being discontinued this year and will not be restocked.”
Many people took to the comments of the Instagram post, sharing they’re disappointment in the news of Yves closing, as well as outrage at how they’re finding out.
“Very unserious to announce this in a reply to a comment and to propose your snack and tea brands to us as a replacement,” said one user. “I seriously hope you reconsider discontinuing the most prominent meat alternative brand in Canada.”
“Unfortunately, with this choice, you are instead damaging your brand reputation and consumer trust,” added another. You are leaving a huge gap in the market, and making it much harder for vegetarians and vegans to access affordable meat alternatives, especially in rural areas.”
Daniel Chai/Daily Hive
“I have been buying Yves for well over 20 years, and to discontinue Yves to strengthen your ‘portfolio’ while encouraging vegans and vegetarians to consume your other products that contradict their beliefs is tone deaf,” said another commenter.
“Day 1 of commenting on Yves’ page to tell them not to discontinue. Please, I will not survive as a vegan without you.
Daily Hive has contacted Hain-Celestial Canada and will update this story as soon as we receive a response.