Overview

• Hain Celestial confirmed it will discontinue Yves Veggie Cuisine and said shoppers will still find items on shelves into early winter 2025 as production winds down.
• The company said several years of declining sales in the meat-free category made the business difficult to sustain.
• Circana data show U.S. meat-alternative sales peaked around 2020, with fresh meat alternatives down 21% for the 52 weeks ending May 19.
• Analysts cite stalled growth, heavier competition, and products that struggled on taste and price, with many consumers shifting toward less-processed options such as tofu, tempeh, and legumes.
• Founded in Vancouver more than four decades ago, Yves is credited by former Hain-Celestial Canada CEO Beena Goldenberg with helping bring meat-free foods into the mainstream.