Flexitarians Targeted By Canadian Meat Giant With Soy Bacon

After decades of offering traditional deli fare, Canada’s largest packaged meat company is now stocking shelves with plant-based imitators like vegan bacon and veggie hot dogs.

Lightlife Foods, acquired by Mississauga-based Maple Leaf Foods Inc. in 2017, is rolling out nine of its top-selling plant-based protein alternatives to Canadian retail stores in August as part of its push to become a dominant player in the fast-growing space. Massachusetts-based Lightlife is already seeing “significant” double-digit growth in the U.S. and expects the segment will provide long-term growth in Canada, where it sees “tremendous opportunity,” said Dan Curtin, the company’s president.

“There’s the hardcore vegans, the hardcore vegetarians, but we’re seeing more and more flexitarians or reducetarians that are really looking for” plant-based options, Curtin said in a telephone interview, noting the products are being sold in retailers including Walmart Inc. and Canada’s Sobeys Inc.

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