Maple Leaf Foods launches South Asian Musafir brand

Executive Summary

• Maple Leaf Foods Inc. has launched "Musafir," a new protein-forward, South Asian-inspired food brand targeting the growing demand for bold, convenient flavors among Canadian consumers.
• The brand focuses on authentic South Asian spices and staples, specifically paneer cheese and masala blends, offering vegetarian and chicken options in formats like burgers, nuggets, and bites.
• Products are positioned as convenient, ready-in-minutes meals available in the frozen aisles of major grocery retailers nationwide, with specific items also available at Costco.

Key Details

• Brand Concept: Musafir (meaning "traveller" in several languages) combines South Asian heritage with modern, convenient formats.
• Target Audience: Second-generation Canadians and those seeking bold, convenient flavors; capitalizes on South Asians being Canada's largest and fast-growing visible minority.
• Key Ingredients: Focuses on paneer (fresh, non-aged cheese) and masala (complex spice blends).
• Product Lineup & Specifications:
  • Paneer Burgers & Nuggets: Vegetarian; ingredients include paneer, potato, onion, red pepper, parsley, and masala. Contains 9-10g protein per serving. Air fryer ready in 12-15 minutes.
  • Masala Paneer Bites: Vegetarian; paneer, red pepper, onion, masala, and chickpea flour. Contains 12g protein per serving. Microwave ready in 2 minutes or air fry in 12 minutes.
  • Popcorn Paneer: Snackable bites available at Costco; paneer, potato, onion, red pepper, parsley, and masala.
  • Masala Omelette Bites: Contains egg, red pepper, onion, and masala. Contains 11g protein per serving. Microwave ready in 90 seconds or air fry in 10 minutes.
  • Butter Chicken Bites: Halal chicken chunks in butter chicken sauce with a flaky pastry crust. Contains 10g protein per serving. Microwave ready in 90 seconds or air fry in 10 minutes.
• Distribution: Available in frozen aisles at major grocery retailers nationally.
• Leadership Quote: Jitendra Sagili, Chief Research and Development and Food Technology Officer, stated the brand aims to connect people to culture and memory while meeting the appetite for bold flavors, quality, and convenience.

Notable Quotes

• "Musafir was developed to explore how food can connect people to culture, memory and new experiences... Whether it's nostalgic tastes of home or a new global flavour experience, Musafir brings rich traditions into familiar formats that are easy to enjoy." — Jitendra Sagili, Chief Research and Development and Food Technology Officer, Maple Leaf Foods.