Maple Leaf Foods is launching a new South Asian frozen food brand, Musafir, backed by a quartet of agencies, according to the company.
In an email to strategy, Maple Leaf Foods says Musafir’s launch and upcoming campaign will be supported by No Fixed Address for creative and Fuse Create for media, while the Hatchery Marketing Group will collaborate with internal teams for shopper marketing. Strategic Objectives is backing with public relations.
New creative is set to launch in early November 2025 as part of a digital campaign running across YouTube and Meta, featuring a mix of static and video assets.
The campaign will introduce Musafir – which means “traveller” in Hindi, Urdu, Bengali, Persian and Arabic – and its brand message: “Flavour is a Journey.”
“Musafir was developed to explore how food can connect people to culture, memory, and new experiences,” says Jitendra Sagili, chief R&D and food technology officer at Maple Leaf Foods.
“We’re excited to introduce a brand that meets the growing appetite for bold flavours while delivering the quality, convenience and innovation our consumers want.”
The line includes Paneer Burgers and Paneer Nuggets, Masala Paneer Bites, Popcorn Paneer, Masala Omelette Bites and Butter Chicken Bites with products now available in frozen aisles at major grocery retailers nationally.
Maple Leaf Foods produces trademark brands Maple Leaf, Maple Leaf Prime and Maple Leaf Selections, and also Schneiders, Mina, Greenfield, LightLife and Field Roast.
This month, Maple Leaf Foods also completed the spin-off of its pork operations into Canada Packers, part of a step to become “a focused, consumer packaged goods company,” according to president and CEO Curtis Frank.
