Yves Veggie Cuisine’s ‘Mouthwatering’ new packaging encourages shoppers to ‘cheat on meat’

By Elizabeth Crawford

- Last updated on GMT

Yves Veggie Cuisine’s ‘Mouthwatering’ new packaging encourages shoppers to ‘cheat on meat’

Related tags Plant-based foods Protein

Iconic plant-based brand Yves Veggie Cuisine’s new packaging featuring “mouthwatering” photos of its veggie-forward products aims to show consumers that “cheating on meat” doesn’t have to be a sacrifice.

With 20 years of heritage in the plant-based space, Yves Veggie Cuisine knows that food can be a source of passion for many modern consumers – and a pain point, as illustrated by a new survey the brand recently conducted.

Just in time for Valentine’s Day, the veggie-forward brand released data showing one in five men and 11% of women have ended a relationship over dietary differences. But it also found nearly two-thirds of men and women say they will eat less meat if their partner asks them to.

Hoping to bring people together rather than watch them part, Yves Veggie Cuisine has refreshed its packaging to show consumers that eating plant-based meals can be delicious, and doesn’t need to feel like a compromise for a loved one. As part of the new look, the packaging now features photos of its falafels, veggie-bites and other products plated as part of an appetizing meal.

“We think our products are amazing, but as the plant-based category is evolving we though there was a real opportunity to further communicate the appetite appeal on the packaging,”​ especially to flexitarians and omnivores who are looking to reduce meat but not cut it out altogether, Emma Frelinghuysen, Vice President at The Hain Celestial Group, told FoodNavigator-USA.

“We also wanted to give consumers usage suggestions”​ by showing them what the chilled veggie burgers, dogs and appetizers look like as part of a complete meal, she said.

“Our falafel balls are a great example. Our prior packaging just kind of showed the product, and now we have a delicious looking pita with falafel and all of the accoutrements. When you look at it, your mouth starts to water it looks so good,”​ she said.

The refresh also gives the packages a more modern feel that will make it stand out in the increasingly crowded chilled section of the store, where the products are currently sold, she said.  

The company also made “some small tweaks along the way”​ to the wording and call-outs on the packages, Frelinghuysen said. For example, she noted, the brand now calls out when products are soy-free, since the ingredient is “a key decision point in this category.”

New veggie-forward products on the way

In addition to the new look, Yves is introducing several new plant-based sausages that consumers can enjoy all day, Frelinghuysen said.

“We have two flavors: Kale & Caramelized Onion and Mediterranean Harissa that are delicious,”​ she said. “At Expo West we also will debut two new breakfast sausages that are unbelievably really good. I think that it is a great product because it is the perfect convenience item as people think about eating protein-filled breakfasts but still want to stay away from traditional meats like sausage and bacon.”

Even though the new sausages are heavily focused on protein, they are still veggie-forward, Frelinghuysen said.

“Our brand standard is to lead with veggies and be veggie forward. I think there is this new emerging category, and there are certainly different brands in the space that lean away from veggies and are trying to be exactly like meat. But I would say that is not really Yves. We are heritage in this space and we are proud of the fact that we have plant-based protein, but again we are always leading with veggies,”​ she said.  

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1 comment

Commend Yves!

Posted by Jennifer,

I commend Yves for appealing to the positive, and for offering a healthy, helpful solution to an unintended consequence of the trend towards vegetarian dining. In more than 30 years of cooking veg, myself, I have yet to meet anyone at all who will refuse, or not enjoy, a vegetarian meal if it’s cooked with love, excellent ingredients and proper spicing :-) The new Yves approach will help veg cooks achieve great returns in all three areas, and bring diners of every stripe closer together. Way to go, Yves!

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