Heightened consumer demand for protein is the why behind Maple Leaf’s new meat stick, Mighty Protein.

According to D’Arcy Finley, VP of brand and marketing at Maple Leaf Foods, the chicken-based stick made from simple, clean ingredients strengthens the company’s position in the protein-snacking space. The new line is informed in part by data from the Nourish Food Marketing 2025 Trend Report showing that seven in 10 Canadians were seeking to boost their protein intake and that protein snacks were growing three-times faster than the overall snack category.

Finley says Canadians are asking for protein options that are portable, clean and tasty and that Mighty Protein was developed to expand wellness-first occasions and give Maple Leaf a distinct growth vector in snacks alongside Schneiders’ more indulgent Pepperettes.

“We manage growth by demand spaces, not just demographics,” Finley says, adding that the brand has been coded for performance and simplicity rather than heritage, indulgence or to serve as a parents’ ally.

While the Maple Leaf name brings trust, Finley says Mighty Protein serves as a standalone option to build out a protein-first, functional platform. “We’re not chasing jerky share,” he stresses. “We’re creating a ‘category of one.'”

Success for the launch will be measured by sales velocity and secondary placement across natural snacking, front-end and grab-and-go protein, not by trying to “force parity” within a legacy set. Thirty-two gram singles and eight-pack pouches are shelf-stable with a 180-day code.

In terms of pack consideration, Finley says the design team obsessed over the ‘read-in-three-seconds’ rule, with large-font “12g protein” and “0g sugar” badges, clear flavour blocking and chicken iconography. No Fixed Address developed branding and creative, Davis worked on packaging design and Strategic Objectives is providing PR for the launch.

Finley tells strategy that Mighty Protein is meant to appeal to those who prioritize protein in their active lifestyles and a growing population of consumers seeking nutrient-dense, muscle-supporting foods.

The goal with Mighty Protein is to build a movement rather than simply run a media buy, according to Finley. Maple Leaf has developed a social and creator engine designed to spotlight the brand’s “category-of-one” positioning with a plan that includes high-energy sampling at gyms, runs and on campuses, as well as in-store theatre to drive trial and a focus on e-commerce supported by content and comparison tools to help convert search.

Mighty Protein can be found in snacking aisles across Loblaw, Metro, Rabba and Dollarama and will be available at Costco, Sobeys and in convenience and gas retailers starting January.

“There are very interesting opportunities for Mighty Protein sticks when it comes to shelf space,” Finley says. “I’m excited to see where these protein-packed sticks will go.”