Good Protein
Good Protein is a Montreal-based Canadian food production company, founded in 2019, that manufactures plant-based protein shakes and functional superfood juices distributed via a Shopify DTC storefront and major Canadian retailers including Costco, Metro, Sobeys, IGA, Bulk Barn, and Avril.
- Company typePrivate
- Founded2019
- HeadquartersMontréal, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Good Protein does
Good Protein is a Montreal-based, privately-held Canadian food production company founded in 2019 that manufactures plant-based protein shakes and functional superfood juices. Its core product is the All-in-One Shake, which combines 21g of plant-based protein, 7g of fibre, and 25+ vitamins and minerals with probiotics, antioxidants, and superfoods, offered in 14 flavours at $37.99 per multi-serving bag. The portfolio is extended by a 32g High Protein Shake and a 37g High Protein Smoothie targeted at fitness and recovery use cases, a Functional Wellness Superfood Boost line, and digital gift cards. All products are manufactured in Canada and marketed under a 'Made in Canada' positioning.
The company operates a hybrid distribution model that pairs a Shopify-based direct-to-consumer e-commerce storefront with subscription/recurring-delivery options and a broad wholesale footprint across major Canadian retailers, including Costco Canada (with Roadshow participation), Metro, Sobeys, IGA, Bulk Barn, and Avril. Marketing is multi-channel, spanning paid social (TikTok, Facebook, Pinterest, Snapchat), Klaviyo-powered email, a Superfiliate affiliate program, a $25 Refer-a-Friend program, an SEO-driven recipe library, and earned media in CTV, Toronto Star, and Vancouver Sun. Customer-facing scale metrics disclosed include 75M+ shakes sold, 400,000+ Canadian customers, and 30,000+ verified reviews averaging 4.6-4.77 stars.
The business model is consumer packaged goods with two revenue streams: direct product sales via Shopify (primarily subscription recurring) and retail/wholesale distribution in Canadian chains. The company is led by co-founder and advisor Etienne Plourde alongside SVP Growth Jean-Sébastien Crevier, with headcount stated at 11-50 employees. No funding rounds, investors, or revenue figures are disclosed in the source material.
Good Protein firmographics
Firmographics- Name
- Good Protein
- Legal name
- Good Protein
- Website
- https://goodprotein.ca
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Good Protein is a Montreal-based Canadian food production company, founded in 2019, that manufactures plant-based protein shakes and functional superfood juices distributed via a Shopify DTC storefront and major Canadian retailers including Costco, Metro, Sobeys, IGA, Bulk Barn, and Avril.
- Ownership category
- akta.pro rank
Good Protein industry classification
Industry- Product category
- Plant-Based Nutritional Beverages
- NAICS
- All Other Specialty Food Retailers (445298)
- SIC
- Beverages (2080), Food And Kindred Products (2000)
- akta.pro primary industry
- Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)
- akta.pro secondary industries
- Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK), Plant-Based Protein Shakes & Nutritional RTD (Non-Dairy) (AFAFAEAH)
Keywords
Where Good Protein is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Good Protein business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales (E-commerce): Good Protein generates primary revenue through direct-to-consumer online sales via its Shopify e-commerce platform, selling protein shakes and superfood juices at $37.99 per All-in-One Shake bag. The company offers subscription/recurring delivery options for customer retention and predictable revenue.
- Retail/Wholesale Distribution: Revenue generated through wholesale distribution to major Canadian retailers including Costco, Metro, Sobeys, IGA, Bulk Barn, and Avril. Products are stocked on retail shelves for in-store purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | All-in-One Shake - 14 flavours at $37.99 per bag |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
Good Protein product offering
Product offeringCore offering
Good Protein manufactures and sells plant-based functional nutritional beverages, including multi-ingredient All-in-One Shakes (21g protein, 7g fibre, 25+ vitamins and minerals), high-protein fitness shakes (32g and 37g variants), and superfood wellness juices. Products are sold direct-to-consumer through a Shopify e-commerce storefront with subscription options and wholesale through major Canadian retailers including Costco, Metro, Sobeys, IGA, Bulk Barn, and Avril.
Product overview
Good Protein is a Canadian company offering plant-based protein nutrition products, primarily protein shakes and superfood juices. The product portfolio consists of three core offerings: the All-in-One Shake (21g protein, 7g fibre, 25+ nutrients in 14 flavors) for daily nutrition; the 32g and 37g High Protein Shakes for fitness and recovery; and Functional Wellness Superfood Boost products for superfood nutrition. Products are available for individual purchase or through a subscribe-and-save subscription model. The company also offers gift cards. All products are plant-based and manufactured in Canada, with over 75 million shakes sold and more than 400,000 Canadian customers.
Differentiator
Problem solved
Functional benefit
Products and services
- All-in-One Shake Plant-based protein shake with 21g protein, 7g fibre, and 25+ vitamins and minerals delivered in a single serving for health-conscious Canadian consumers seeking daily nutrition, meal replacement, or convenient healthy eating. Available in 14 flavors at $37.99 per bag.
- 32g High Protein Shake High-protein fitness and recovery shake with 32g of protein per serving designed for athletes and fitness-focused consumers for post-workout nutrition and muscle recovery.
- 37g High Protein Smoothie High-protein smoothie with 37g of protein per serving designed for fitness and recovery in athletes and active consumers.
- Functional Wellness Superfood Boost Superfood juice product line delivering functional wellness benefits through superfood ingredients and antioxidants for consumers focused on holistic health, wellness supplementation, and immune support.
- Good Protein Gift Card Digital gift card available for purchase on the Good Protein e-commerce store, allowing recipients to redeem for any Good Protein product of their choice.
Quantifiable outcome
- Over 75 million shakes sold indicating strong market demand and product-market fit
- +2 more outcomes
Companies that use Good Protein
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Good Protein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Good Protein partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Costco CanadacoreCostco Canada serves as a major retail distribution partner for Good Protein products, offering bulk warehouse sales to consumers. Good Protein has participated in Costco Wholesale Roadshow events, indicating strong partnership engagement.
- Metro Inc.coreMetro Inc. is a major Canadian grocery chain distributing Good Protein products across its retail locations in Canada.
- SobeyscoreSobeys is a major Canadian grocery chain distributing Good Protein products across its retail locations in Canada.
- IGA CanadaminorIGA Canada is an independent grocery association chain distributing Good Protein products across member stores in Canada.
- Bulk BarnminorBulk Barn is a bulk foods retailer distributing Good Protein products across its Canadian retail locations.
- AvrilminorAvril is a health food retailer distributing Good Protein products across its Canadian retail locations.
- CTVminorCTV has featured Good Protein in media coverage, providing brand exposure through television and digital media channels.
- Toronto StarminorToronto Star has featured Good Protein in media coverage, providing brand credibility and exposure through newspaper and digital platforms.
- Vancouver SunminorVancouver Sun has featured Good Protein in media coverage, providing regional brand exposure through newspaper and digital platforms.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Good Protein competitors and assessment
Company assessmentDirect peers
- Orgain: Orgain is a leading plant-based protein shake and nutritional powder brand with comparable product positioning (organic protein, fiber, vitamins) and a similar hybrid D2C + mass retail go-to-market. It is the closest US analogue to Good Protein's portfolio and is now owned by Nestlé, providing both a competitive benchmark and a precedent for category consolidation.
- Vega: Vega is a Canadian-founded plant-based protein and nutritional shake brand with a near-identical SKU architecture (all-in-one shakes, protein powders, functional boosts). It shares Good Protein's home market, retail channels, and consumer target, and is now owned by Danone, making it the most direct domestic comparable.
- Premier Protein: Premier Protein is one of the largest RTD protein shake brands in North America with deep distribution at Costco, Walmart, and grocery. It competes head-to-head with Good Protein in the high-protein, post-workout consumer segment and is a key reference point for shelf competition.
- OWYN: OWYN (Only What You Need) is a plant-based, allergen-free protein shake brand with strong D2C and retail distribution (including Costco). It competes with Good Protein on plant-based, clean-label, and functional positioning, and represents a comparable scale-stage challenger.
- Aloha: Aloha is a plant-based protein brand offering organic protein shakes and bars in D2C and major retail (Costco, Whole Foods, Target). It overlaps Good Protein on plant-based, organic, and health-conscious positioning and follows a similar premium-D2C-plus-mass-retail path.
- Huel: Huel is a global meal-replacement and nutritional shake brand with a strong subscription/D2C model similar to Good Protein's. While UK-originated, Huel has expanded into North America and competes in the complete-nutrition, plant-based shake segment.
- Ka'Chava: Ka'Chava is a plant-based superfood meal-replacement shake competing directly on the all-in-one, superfood-blend positioning Good Protein uses for its Functional Wellness line. Its premium D2C-led model and ingredient-density messaging are highly comparable.
Emerging players
- Ritual: Ritual is a premium, traceable plant-based protein brand that began with supplements and has expanded into protein shakes. It targets a more design-forward, ingredient-transparency-focused consumer than Good Protein but competes in the same clean-label plant-protein category.
Broad incumbents
- Garden of Life (Nestlé): Garden of Life is Nestlé Health Science's organic plant-based nutrition brand spanning protein shakes, powders, and functional supplements. It competes with Good Protein across retail channels and represents the broader-incumbent threat from global CPG.
- Silk (Danone): Silk is Danone's plant-based beverage umbrella covering plant-protein shakes and dairy alternatives. It is widely distributed in Canadian and US grocery (including Sobeys and Metro where Good Protein also sells) and competes on the same shelves on price and brand scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Good Protein social profiles
Digital presenceGood Protein financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Protein leadership team
Management profileNumber of profiles
Profiles2 records
Good Protein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Protein M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good Protein
What does Good Protein do?
Good Protein manufactures and sells plant-based functional nutritional beverages, including multi-ingredient All-in-One Shakes (21g protein, 7g fibre, 25+ vitamins and minerals), high-protein fitness shakes (32g and 37g variants), and superfood wellness juices. Products are sold direct-to-consumer through a Shopify e-commerce storefront with subscription options and wholesale through major Canadian retailers including Costco, Metro, Sobeys, IGA, Bulk Barn, and Avril.
Is Good Protein a public or private company?
Good Protein is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Good Protein founded?
Good Protein was founded in 2019. It employs 11 to 50 people.
Where is Good Protein based?
Good Protein is headquartered in Montréal, Canada, in the North America region.
How does Good Protein make money?
Two revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail/Wholesale Distribution.
Who are Good Protein's main competitors?
Direct peers on record are Orgain, Vega, Premier Protein, OWYN, Aloha, Huel and Ka'Chava. Ritual is listed as an emerging player. Broad incumbents are Garden of Life (Nestlé) and Silk (Danone).
Does Good Protein have an API?
No public API is recorded for Good Protein.
What industry is Good Protein in?
Good Protein's product category is Plant-Based Nutritional Beverages. Its primary akta.pro industry code is AFAFAFAD, Protein & Meal-Replacement Beverage Production (RTD Shakes), with a secondary code of AFAKAGAK, Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing. Its NAICS code is 445298 and its SIC code is 2080.