Lightlife® Makes a ‘Clean Break’ from Plant-Based Competition, Commits to Delivering Simple, Delicious Food Developed in...
August 25 2020 - 4:00AM
Business Wire
With more people eating plant-based protein
products, Lightlife wants consumers to know that not all
plant-based burgers are the same
Lightlife® (“Lightlife”), owned by Greenleaf Foods, SPC, is
making a clean break from its competition. The plant-based meat
category is surging, with sales up 91% in the past year.1 Growing
demand and research showing rising concern among consumers about
the ingredients in their food have inspired Lightlife to ensure
people know exactly what they’re eating.2
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Lightlife’s new “Clean Break” campaign is
championing clean ingredients, simple processes and carbon
neutrality while exposing competitors that are attempting to mimic
meat at any cost. (Graphic: Business Wire)
Earlier this year, Lightlife announced changes to its product
portfolio, including reformulating its Plant-Based Burger, Ground,
Sausage, Breakfast Links and Patties with fewer, simpler
ingredients. Lightlife’s new “Clean Break” campaign is championing
clean ingredients, simple processes and carbon neutrality while
exposing competitors that are attempting to mimic meat at any
cost.
“At Lightlife, we understand the factors that are driving the
recent rise in plant-based protein sales,” said Dan Curtin,
President of Lightlife Foods. “Because we care so much about
leading the future of this important category and what it means to
feeding people all over the world, we want consumers to understand
the food they are putting into their bodies and how it’s made.”
Central to Lightlife’s message is the fact that not all
plant-based burgers are the same. Some are made with
hyper-processed ingredients, GMOs, additives and fillers, and fake
blood. Lightlife—a real food brand—is developed in a kitchen, not a
lab. With only 11 ingredients, Lightlife Plant-Based Burgers offer
consumers a clean alternative. Leading plant-based protein
competitors have between 18 and 20 ingredients, including some
unrecognizable additives like synthetically produced “soy
leghemoglobin.”
“We believe the future of protein is cleaner, tastier, and
nutritionally superior,” explains Curtin. “The Lightlife Burger is
vegan certified, non-GMO certified, soy free, gluten free and
kosher. We have sold more than 100 million servings of Lightlife
products over the last 12 months, which tells me we are moving our
brand in the right direction.”
The process used to make Lightlife’s Plant-Based Burger is as
clean as its product, with everything done all in one place, no lab
required. Lightlife produces its products in-house from start to
finish, which means that every Lightlife Burger is made with the
same simple ingredients and delivers great taste, every time.
Lightlife is also proud to be one of the first carbon neutral food
companies in the world.
Lightlife is on a journey to nourish a global population in a
better, more sustainable and more affordable way, which includes
renovating Lightlife’s complete product line by the end of this
year. To accomplish its ultimate goals, the company has made a
clean break away from other brands in the category and will
continue to innovate its ingredients and process to help elevate
the plant-based category.
For more information on Lightlife and to try the Plant-Based
Burger for free, download a coupon at lightlife.com/cleanbreak and
follow @LightlifeFoods on Facebook, Instagram and YouTube.
About Greenleaf Foods, SPC
Greenleaf Foods, SPC, is transforming plant-based protein with a
wide array of delicious and innovative products that satisfy
consumers interested in adding protein variety to their diets. Our
leading brands include Lightlife® (“Lightlife”) and Field Roast
Grain Meat Co.™ (“Field Roast”). Together, these brands are
delighting loyal, longtime fans and enticing new ones who never
knew plant-based protein could taste so good. The Lightlife and
Field Roast portfolios feature nearly 50 products and represent a
leading market position in the refrigerated, plant-based protein
category in the U.S. Greenleaf Foods, SPC is a wholly owned,
independent subsidiary of Maple Leaf Foods Inc. (TSX:MFI).
1 Source: SPINS: Refrigerated Plant-Based Meat Dollar Sales vs.
Last Year, MULO + Natural Channel 52 Weeks Ending 07/12/20
2 Source: GL DCG Survey. Final data, collected 8/9/19. N =
7,000; BCG analysis.
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version on businesswire.com: https://www.businesswire.com/news/home/20200825005344/en/
Chelsea Dowling Chelsea.Dowling@edible-inc.com 312-978-6816
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