Maple Leaf Foods Launches Musafir Brand Featuring South Asian Flavours in Canada

Maple Leaf Foods has launched Musafir, a new protein-forward food brand inspired by South Asian culinary traditions, designed to meet the growing demand for bold, global flavors and convenient protein-rich foods in Canada. The brand offers a diverse range of vegetarian and chicken products such as burgers, nuggets, and savory bites, featuring key South Asian ingredients like paneer cheese and masala spice blends. Musafir products are made in Canada and cater to evolving Canadian demographics, particularly the expanding South Asian community, by blending cultural heritage with modern eating habits. The brand aims to connect people to culture, memory, and new experiences while providing convenient, ready-to-eat formats that deliver 9-12 grams of protein per serving. Musafir is already available in major retailers including Walmart, Costco, FreshCo, and Loblaws, with plans to expand distribution to thousands of outlets nationwide. Maple Leaf Foods positions Musafir as a celebration of South Asian flavors in familiar, accessible formats to appeal to both nostalgic and adventurous consumers.