Maple Leaf Foods Unveils Musafir: A Journey Through Bold South Asian Flavours
Maple Leaf Foods is excited to announce the launch of Musafir (moo-saw-fir), a new brand that embraces South Asian culinary richness by offering delicious, protein-forward foods. With a variety of options, including vegetarian and chicken selections, Musafir aims to reimagine familiar favorites such as burgers, nuggets, and savory bites infused with vibrant flavors.
Musafir: Flavour is a Journey
Reflecting a rich cultural tapestry, Musafir’s offerings are crafted from authentic South Asian spices and ingredients, made conveniently available for quick preparation. Proudly produced in Canada, the product line boasts a diverse assortment of protein sources, including paneer, eggs, chickpeas, and chicken.
“Musafir was designed to explore the connection between food, culture, and personal experiences,” stated Jitendra Sagili, Chief R&D and Food Technology Officer at Maple Leaf Foods. “We are thrilled to launch a brand that caters to the increasing demand for bold flavors while providing quality, convenience, and innovative solutions for our consumers. Musafir embodies nostalgia as well as the excitement of trying new global cuisines, all while being comfortably accessible.”
Canada’s Evolving Palate
The changing demographics in Canada are ushering in a fusion of diverse cuisines and tastes. As the largest and fastest-growing visible minority group in Canada, South Asians are driving an increased craving for flavorful, convenient meals, blending their cultural heritage with contemporary lifestyles.
Musafir products prominently feature two staples widely cherished in South Asian cuisine. First is paneer, a versatile high-protein cheese popular in many traditions. Second is masala, meaning “spice blend” in Hindi, which consists of a complex mixture of spices found in nearly every South Asian dish. Each Musafir creation incorporates a unique masala blend crafted from authentic spices to deliver warmth, aroma, and depth of flavor.
Musafir, meaning “traveller” in multiple languages including Hindi, Urdu, Bengali, Persian, and Arabic, represents both heritage and exploration. The product lineup features:
- Paneer Burgers and Paneer Nuggets – A vegetarian delight combining paneer, potato, onion, and red peppers seasoned with authentic masala, air fryer ready in just 12-15 minutes and packed with 9-10 grams of protein per serving.
- Masala Paneer Bites – A quick vegetarian option made with paneer, red peppers, onions, and blended chickpea flour offering 12 grams of protein per serving, ready in two minutes in the microwave.
- Popcorn Paneer – Available at Costco, these snackable bites combine protein-rich paneer with delightful spices.
- Masala Omelette Bites – Each bite melds eggs with red pepper and spices, delivering 11 grams of protein ready in just 90 seconds.
- Butter Chicken Bites – Featuring tender Halal chicken in a rich butter chicken sauce enveloped in a golden pastry, boasting 10 grams of protein per serving.
Musafir products are available now in the frozen aisles at major grocery retailers across the nation.
For more details, visit www.musafirfoods.com
About Maple Leaf Foods
Maple Leaf Foods (TSX: MFI) is a leading protein-focused consumer packaged goods company based in Mississauga, Ontario. It proudly offers responsibly sourced, delicious food under recognized brands such as Maple Leaf®, Maple Leaf Prime®, Musafir™, and more. Committed to Raising the Good in Food, the company delivers value to its stakeholders by promoting safety, sustainability, and innovation in the food industry.
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