Maple Leaf Foods develops new brand Musafir to cater to South Asian taste demand

Maple Leaf Foods has launched Musafir, a new food brand that combines South Asian culinary traditions with modern convenience to meet the growing customer desire for global tastes and protein-rich foods.

This introduction occurs as the Canadian food market promotes different cuisines, notably those inspired by the South Asian community, the country's fastest-growing visible minority.

Musafir, which means 'traveller' in numerous languages, including Hindi and Urdu, is intended to appeal to the changing interests of Canadian consumers.

The company offers a variety of items, including vegetarian and chicken choices, in popular formats like burgers, nuggets, and savoury nibbles. This method satisfies both the growing interest in plant-based diets and the demand for high-protein meals.

Jitendra Sagili, Maple Leaf Foods' chief R&D and food technology officer, stated, "Musafir was created to investigate how food can connect people to culture, memory, and new experiences."

The product line seeks to provide original flavours while being convenient, allowing consumers to enjoy traditional tastes in a modern setting.

The Musafir product line highlights essential products used in South Asian cuisine, including paneer cheese and masala spice combinations.

key offerings

Paneer Burgers and Paneer Nuggets: These vegetarian alternatives blend paneer, potato, onion, and red pepper with masala spices, offering 9-10g of protein per serving and cooking in 12 to 15 minutes.

Masala Paneer Bites: Made with a blend of paneer and chickpea flour, these bites contain 12g of protein and can be microwaved in two minutes or air-fried in 12 minutes.

Popcorn Paneer: Available at Costco, these snackable bits combine paneer and traditional spices for a protein-rich choice.

Masala Omelette Bites: A quick and easy breakfast option with 11g of protein that cooks in 90 seconds.

Butter Chicken Bites: Tender chicken in a creamy butter chicken sauce that cooks in about 90 seconds in the microwave.

These items are now accessible in the frozen sections of major supermarket stores in Canada.

The launch of Musafir coincides with demographic developments in Canada, as second-generation Canadians are increasingly combining their cultural background with modern lifestyles.

This demographic shift is fuelling a growing demand for robust, convenient foods that reflect a variety of culinary traditions.

Source: FoodBev Media Ltd.