Food In Canada

Schneiders brand focuses on heritage

Maple Leaf is revamping the 128-year-old brand

May 31, 2018   Food in Canada

Schneiders Juicy Jumbos Original 450g (CNW Group/Schneiders)

Mississauga, Ont. – Maple Leaf Foods has announced it is making changes to its iconic Schneiders brand by recalling the brand’s heritage.

Maple Leaf is making some “comprehensive changes” to its Schneiders’ products by going back to “old world methods like traditional hardwood smoking and original recipe formulations.” It has also redesigned packaging across its portfolio. The company adds that it has drawn from Schneiders’ “128-year-old recipes, and is using only its premium cuts of meat” to revamp the brand.

As part of the reformulation process, Maple Leaf assembled a culinary panel of 14 Canadian experts including restaurateurs, chefs and food critics to participate in blind tastes tests of more than 100 Schneiders’ products. The panel was then asked to provide “their perspective on a full set of sensory attributes (appearance, smell, texture and taste) of Schneiders’ products in comparison with the most artisanal competitors on the market.”

The new product line will be available throughout the year in grocery stores across the country.

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