WeCook - Repas WeCook

What WeCook - Repas WeCook does

WeCook - Repas WeCook (formerly Nutrition FitPlus) is a Canadian direct-to-consumer meal delivery company headquartered in Dorval, Quebec, founded in 2013. The company operates a subscription-based prepared meal delivery service that distributes weekly meal orders to health-conscious Canadian consumers across Quebec and the Maritimes. WeCook has positioned itself as Canada's leading domestic meal delivery operator, evidenced by a headcount of 501-1000 employees and cumulative funding of approximately C$44.2 million across three disclosed rounds (2020, 2021, 2022).

The company's core offering is its WeCook Meals subscription service, which provides prepared meals on a recurring basis to consumers seeking convenient, health-oriented food options. In October 2025, WeCook expanded beyond meal kits with the launch of Protein Bites, a high-protein functional snack line sold through retail outlets in Quebec and the Maritimes. This retail launch represents the company's first significant diversification beyond its core subscription delivery channel, into packaged consumer goods.

WeCook's revenue model combines recurring subscription revenue from meal delivery with one-time retail sales of its snack products. The company is backed by a syndicate of Canadian institutional investors led by Claridge Food Group, with additional participation from Desjardins Capital, Fonds de solidarité FTQ, Investissement Quebec, National Bank of Canada, and BDC. Leadership consists of co-founders Etienne Plourde (Vice-Chairman) and Jonathan Roy, alongside President and CEO Michel Gagné.

Name

WeCook - Repas WeCook

Website

https://wecookmeals.ca

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Meal Delivery Services

NAICS

Limited-Service Restaurants (722513), Other Snack Food Manufacturing (311919)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

akta.pro secondary industries

Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs) (AFANAFAH)

Keywords

• Meal delivery service
• Prepared meal subscription
• High-protein snacks
• Functional food products
• Ready-to-eat meals

Headquarters

HQ city

Dorval

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Meal Delivery Service: Weekly meal subscription and delivery service providing prepared meals to consumers across Canada
2. Retail Snack Products: High-protein snack products (Protein Bites) sold through retail outlets in Québec and the Maritimes

Go-to-market motion1 record

Distribution channels2 records

Core offering

WeCook operates a subscription-based home meal delivery service providing prepared, health-conscious meals to consumers across Canada. The company has expanded its offering with Protein Bites, a high-protein functional snack product sold at retail outlets in Québec and the Maritimes.

Product overview

WeCook operates Canada's leading meal delivery service offering prepared meals to consumers. The company has expanded into functional foods with the Protein Bites product line, a high-protein snack targeted at health-conscious consumers and sold through retail outlets across Quebec and the Maritimes.

Differentiator

Problem solved

Functional benefit

Brands

• Protein Bites: A high-protein snack available in multiple flavors, intended to meet rising demand for functional, health-conscious snacks. Sold at various retail outlets across Québec and the Maritimes.

Products and services

• WeCook Meals Canada's leading subscription-based home meal delivery service providing prepared, health-conscious meals directly to consumers across Canada on a recurring weekly basis.
• Protein Bites High-protein functional snack available in multiple flavors, positioned for health-conscious consumers and sold through retail outlets across Québec and the Maritimes.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Goodfood Market Corp: Goodfood is Canada's largest publicly-traded meal-kit subscription company, offering prepared meal kits and ready-to-eat meals on a recurring basis. It is the closest direct competitor to WeCook in the Canadian prepared meal subscription category, competing for the same health-conscious consumer segment.
• HelloFresh (Chef's Plate): Chef's Plate is HelloFresh's Canadian meal-kit subsidiary, offering weekly recipe boxes and prepared meal options across Canada. It directly competes with WeCook for the same subscription meal customer, with significantly greater capital backing from its global parent.
• Fresh Prep: Fresh Prep is a Western Canada-based meal-kit delivery company offering weekly subscription boxes with pre-portioned ingredients and recipes. It competes with WeCook in the Canadian meal subscription category with similar product positioning around fresh, convenient cooking.
• Cook It: Cook It is a Québec-based meal-kit subscription company offering locally-sourced recipe boxes and prepared meal solutions. It is the most direct head-to-head competitor to WeCook within the Québec market, with overlapping customer segments and regional positioning.
• Factor (Factor75): Factor is a fully-prepared, heat-and-eat meal delivery service offering chef-made, calorie- and protein-controlled meals on a subscription basis. It competes with WeCook's prepared meal business model in the North American market, with comparable high-protein, functional food positioning.
• Sun Basket: Sun Basket is a meal-kit and prepared meal subscription service offering organic, healthy meal options across North America. It is comparable to WeCook in subscription model, health-conscious positioning, and prepared-versus-kit format mix.

Emerging players

• Daily Harvest: Daily Harvest is a direct-to-consumer subscription food company offering prepared frozen meals, snacks, and smoothies with a health-forward positioning. It shares WeCook's DTC subscription model and functional food ethos, though focused primarily on plant-based offerings.
• Made Good Foods: Made Good is a Canadian manufacturer of healthy snacks including granola bars, crackers, and bites sold through retail channels. It is a relevant peer for WeCook's Protein Bites retail line given similar functional snack positioning and Canadian retail distribution footprint.

Broad incumbents

• Loblaw Companies (President's Choice): Loblaw is Canada's largest grocery retailer with extensive private-label prepared meal and snack offerings under President's Choice and No Name brands. It represents a broad incumbent competing with WeCook across both retail CPG and emerging prepared meal categories.
• Maple Leaf Foods: Maple Leaf Foods is a major Canadian packaged meat and prepared foods manufacturer with brands in protein-forward meals and snacks. It is relevant as a broader incumbent in the Canadian prepared protein meals category where WeCook's Protein Bites competes.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WeCook - Repas WeCook