“Consumer expectations are changing, and we are rising to the challenge,” said Michael McCain, president and CEO. “Protein is foundational to healthy bodies, and Maple Leaf will stand for delicious food made of real, simple or natural ingredients that parents can feel good about feeding their families. We have committed ourselves to a radical new food manifesto which reflects this revolution and defines the standards this brand will live by.”

“Over the last 18 months, Maple Leaf has reformulated each product carrying this brand, with just the simplest and highest quality real food,” said Adam Grogan, senior vice president, marketing and innovation. “We have taken out the things people don’t want or don’t know and have only included ingredients that deliver our highest standard of quality and delicious taste. The result is a breakthrough of innovation in meat products that consumers love to eat. They can feel good about their real food choices and can trust the brand through our commitment of absolute transparency.”

Starting now, and continuing through the remainder of the year, Canadians will find the revamped Maple Leaf products, featuring a new logo, packaging design and easier-to-read ingredients labels. The products will be highlighted in a new marketing and promotional program on television and in print, online and billboards.

“Maple Leaf Foods is pursuing a vision to be the most sustainable protein company on earth by going beyond the food it produces to create broader social value,” according to a statement by the company. “This includes a commitment to substantially reducing its environmental impact on air, water and land; being a leader in animal care; and advancing food security for all Canadians.”