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Maple Leaf Foods debuts new branding

Maple Leaf Foods of Mississauga has begun a rebranding initiative to support recent changes to its meat-based products. The new branding will focus on the absence of artificial preservatives, flavours, colours and sweeteners in Maple Leaf products. The branding will also highlight the company's increased focus on transparency regarding its ingredients.

The new materials, which will roll out through the year, include a new logo and packaging design, as well as more prominent and readable ingredient lists. This will be accompanied by a multi-phase national marketing program including television, billboard, digital and print advertising.

"Over the last 18 months, Maple Leaf has reformulated each product carrying this brand, with just the simplest and highest quality real food," said Adam Grogan, senior vice-president of marketing and innovation at the company. "We have taken out the things people don't want or don't know, and have only included ingredients that deliver our highest standard of quality and delicious taste. The result is a breakthrough of innovation in meat products that consumers love to eat. They can feel good about their real food choices and can trust the brand through our commitment of absolute transparency."

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