Iconic Vegan Brand Yves Veggie Cuisine Shuttering by End of the Month

Plant-based meat pioneer Yves Veggie Cuisine is being discontinued, according to its parent company Hain Celestial Group. The brand, founded in Canada in 1985 and known for its veggie dogs, deli slices, and ground meat alternatives, will cease operations by the end of this month.

The brand initially shared the news in the comments of its recent posts on Instagram. “We’ve made the difficult decision to discontinue the Yves brand,” the statement reads. “This wasn’t a decision we made lightly—it was made after careful consideration of how we can best focus our efforts to ensure long-term growth across our brand portfolio.”

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Yves Veggie Cuisine | Instagram

Yves has quietly confirmed the news via social media comments, messages, and in response to consumer phone calls.

The announcement has prompted widespread frustration and grief from consumers, many of whom described Yves as a staple in their households. On social media, some pleaded with the company to reconsider, suggesting raising prices or selling the brand rather than discontinuing it altogether.

“Another voice begging you to reconsider discontinuing your product line. You clearly have the market base, and this decision will negatively impact the diets of thousands of people,” said one Facebook user.

Others emphasized Yves’ longstanding role in introducing them to plant-based eating, underscoring the depth of its impact. A number of comments also criticized the manner of the announcement—delivered quietly in replies to followers—as dismissive of the brand’s decades-long place in the vegan community.

Yves Veggie Cuisine

For many consumers, Yves was one of the first plant-based brands available in major grocery stores across North America. On Reddit, longtime customers expressed disappointment and reported stocking up on products while they remain on shelves.

The company has not released a timeline beyond the end-of-month closure and has not indicated whether any Yves products may return under a different label.