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Canadian food company launches South Asian line ‘Musafir’
The line, described as “protein-forward,” features both vegetarian and chicken options in formats such as burgers, nuggets, and savory bites.
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Malvika Choudhary - Sat, 25, Oct 2025
- 16:35 EDT
- 22
Maple Leaf Foods introduced Musafir, a new South Asian-inspired brand / Wikipedia/ Maple Leaf Foods
Canadian multinational food company Maple Leaf Foods introduced Musafir, a new South Asian-inspired brand that aims to combine authentic regional flavors with modern convenience.
Meaning “traveller” in Hindi, Urdu, Bengali, Persian and Arabic, Musafir seeks to reflect both cultural heritage and discovery. The line, described as “protein-forward,” features both vegetarian and chicken options in formats such as burgers, nuggets, and savory bites, now available in frozen aisles at major grocery retailers across Canada.
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The products are made in Canada and incorporate staples of South Asian cuisine such as paneer and masala—a traditional spice blend—while offering a variety of protein sources, including paneer cheese, eggs, chickpea and chicken.
The product range includes vegetarian offerings such as paneer burgers, paneer nuggets, masala paneer bites, and popcorn paneer, as well as egg-based masala omelette bites and butter chicken bites made with Halal chicken.
Each item is designed to be prepared quickly, either in a microwave or air fryer, and delivers between 9 and 12 grams of protein per serving.
“Musafir was developed to explore how food can connect people to culture, memory, and new experiences,” said 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 flavors while delivering the quality, convenience, and innovation our consumers want. Whether it’s nostalgic tastes of home or a new global flavor experience, Musafir brings rich traditions into familiar formats that are easy to enjoy,” he added.
The company said the new line reflects Canada’s changing food landscape, shaped by shifting demographics and evolving consumer tastes. South Asians now represent the country’s largest and fastest-growing visible minority, according to Statistics Canada’s 2024 Census.
Maple Leaf Foods, headquartered in Mississauga, Ontario, is a leading consumer packaged goods company known for brands such as Maple Leaf, Schneiders, Mina, and Greenfield Natural Meat Co. With Musafir, the company expands its portfolio to capture the intersection of cultural diversity and convenience-driven eating habits in Canada’s evolving marketplace.
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