Maple Leaf Foods showcases South Asian flavors with new brand Musafir
Born from the intersection of authentic South Asian flavors and modern convenience, Musafir delivers on growing demand for global flavors and protein.
Musafir Paneer Nuggets
Maple Leaf Foods is introducing Musafir (pronounced moo-saw-fir), a new protein-forward South Asian-inspired brand.
Musafir products showcase authentic South Asian spices, flavors and ingredients in convenience-focused formats, ready to eat in minutes. Made in Canada, the Musafir product range features a diverse lineup of protein sources including chicken, eggs, paneer cheese and chickpea.
Maple Leaf Foods"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."
Canada's evolving palate
Evolving Canadian demographics are bringing together new cuisines and flavors. According to Statistics Canada, Census of Population 2024, South Asians are Canada's largest and fast-growing visible minority; second-generation Canadians are blending cultural heritage with modern lifestyles, driving demand for bold, convenient flavors.
Masala Omelette Bites. Photo courtesy of Maple Leaf FoodsMusafir products highlight two key staples widely used in South Asian cuisine. The first is paneer, a fresh, non-aged and non-melting cheese. Featured in many South Asian traditions, it is a mild and versatile high-protein vegetarian option. The second staple is masala which means "spice blend" in Hindi. Masala is a complex mix of spices that plays a part in nearly every South Asian dish. Each Musafir product features a masala blend of real spices to deliver warmth, aroma and layered flavor.
Musafir, meaning "traveller" in Hindi, Urdu, Bengali, Persian and Arabic, symbolizes both heritage and discovery. The distinctive, flavor-packed Musafir options include:
- Paneer Burgers and Paneer Nuggets – Vegetarian offerings combining paneer, potato, onion and red pepper with parsley and masala spices in a crispy coating, delivering 9 to 10 grams of protein per serving.
- Masala Paneer Bites – A vegetarian offering with paneer, red pepper, onion and masala spices blended with chickpea flour, with 12 grams of protein per serving.
- Popcorn Paneer – Available at Costco, these snackable bites of protein-packed paneer are mixed with potato, onion, red pepper, parsley and masala spices.
- Masala Omelette Bites – A combination of egg, red pepper, onion and a blend of masala spices with 11 grams of protein per serving.
- Butter Chicken Bites – A savory blend of halal chicken chunks in a creamy butter chicken sauce, all in a flaky pastry crust, offering 10 grams of protein per serving.
Musafir products are available in the frozen aisles at major grocery retailers nationally.
Source: Maple Leaf Foods
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