MOVE Protéine

What MOVE Protéine does

MOVE Protéine Inc. is a privately held, Quebec-based packaged food company founded in Fall 2016 by Renaud LeBlanc that produces a single line of plant-based protein powders under the MOVE Protéine brand. Its flagship product, MOVE Protéine avec Fibres & Légumes, is built around edamame (immature soybeans) as a single-source complete protein delivering 19–20g of protein per serving, combined with 5g of acacia fiber and a serving of spinach for 20% of daily iron; it is offered in four flavors (Vanilla, Milk Chocolate, Salted Caramel, and Cookies and Cream) at a uniform $49.99 CAD per 454g unit, marketed as non-GMO, sugar-free, gluten-free, and dairy-free. The company reformulated and relaunched the product in February 2019 with new branding and packaging, and operates a Subscribe-and-Save subscription model alongside one-time purchases on its Shopify D2C site, which bills Canadian buyers in CAD and US buyers in USD. Distribution is concentrated in Quebec through approximately 300 retail points of sale (grocery chains and natural food stores) accessed via a partnership with Coopérative d'Alentour, a 25+ year health-food distributor, supplemented by brand ambassador and event marketing (e.g., Bromont Ultra trail running sponsorship) and a one-tree-per-product-sold sustainability partnership with Trees for the Future. Ownership is founder-led with no disclosed institutional investors; headcount is in the 11–50 range.

Name

MOVE Protéine

Legal name

MOVE Protéine Inc.

Website

https://moveprotein.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

MOVE Protéine is a Quebec-based packaged food company founded in 2016 that sells a single line of edamame-based plant protein powders (with fiber and vegetables) in four flavors at $49.99 CAD, distributed through 300+ Quebec retail points and its own Shopify D2C site for health-conscious consumers, athletes, and plant-based dieters.

Ownership category

akta.pro rank

Product category

Plant-Based Protein Powder

NAICS

Soybean and Other Oilseed Processing (311224), Grain and Oilseed Milling (3112), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Plant Protein Ingredients Manufacturing (Isolates, Concentrates, Flours) (AFAKAGAF)

Keywords

• Plant-based protein powder
• Vegan protein supplements
• Edamame protein products
• Nutritional supplements
• Sports nutrition powder

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of protein powder products through e-commerce (Shopify) at $49.99 CAD per unit. Products include Vanilla, Chocolate, Salted Caramel, and Cookies and Cream flavors in 454g pot format.
2. Subscription Service (Subscribe and Save): Recurring subscription model with automatic billing for repeat purchases. Customers can save payment information for future orders. Cancel with 3 days notice before next billing date.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MOVE Protéine manufactures and sells a single line of plant-based protein powders under the brand MOVE Protéine avec Fibres & Légumes, formulated from edamame (immature soybeans) as a single-source complete protein, combined with acacia fiber and spinach. Each 454g serving delivers 19-20g of complete protein, 5g of fiber, and one serving of vegetables. The powders are sold in Vanilla, Milk Chocolate, Salted Caramel, and Cookies and Cream flavors, are non-GMO, gluten-free, dairy-free, and sugar-free, and are intended for daily nutrition, pre/post-workout recovery, and meal replacement use.

Product overview

MOVE Protéine is a Quebec-based company offering a single product line of plant-based protein powders available in four flavors (Vanilla, Milk Chocolate, Salted Caramel, and Cookies and Cream). The core product is MOVE Protéine avec Fibres & Légumes (Protein with Fibers & Vegetables), featuring 19-20g of protein from edamame, 5g of fiber from acacia, and 1 serving of vegetables (spinach) per serving. All products are 100% plant-based, non-GMO, gluten-free, dairy-free, and sugar-free. The products are designed to be consumed as shakes mixed with water, milk, or smoothies, marketed for energy, post-workout recovery, and daily nutrition. Founded in Fall 2016 and reformulated in February 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• MOVE Protéine avec Fibres & Légumes - Vanille (Vanilla) Plant-based protein powder in Vanilla flavor delivering 20g of complete protein from edamame, 5g of acacia fiber, and one serving of spinach per serving in a 454g pot. Designed to mix velvety-smooth with water, milk, or smoothies and is non-GMO, gluten-free, dairy-free, and sugar-free. Targeted at health-conscious consumers, athletes, and vegans seeking a smooth, complete plant protein for daily use, pre/post-workout, and meal replacement.
• MOVE Protéine avec Fibres & Légumes - Chocolat au lait (Milk Chocolate) Plant-based protein powder in Milk Chocolate flavor delivering 20g of complete protein from edamame, 5g of acacia fiber, and one serving of spinach per serving in a 454g pot. Marketed as a real chocolate flavor that is non-GMO, gluten-free, dairy-free, and sugar-free. Targeted at consumers looking for a smooth, complete plant protein for daily nutrition, pre/post-workout recovery, and meal replacement.
• MOVE Protéine avec Fibres & Légumes - Caramel Salé (Salted Caramel) Plant-based protein powder in Salted Caramel flavor delivering 20g of complete protein from edamame, 5g of acacia fiber, and one serving of spinach per serving in a 454g pot. Non-GMO, gluten-free, dairy-free, and sugar-free. Targeted at health-conscious consumers, athletes, and vegans seeking a flavored plant protein for shakes and smoothies.
• MOVE Protéine avec Fibres & Légumes - Biscuits et Crème (Cookies and Cream) Plant-based protein powder in Cookies and Cream flavor delivering 19g of complete protein from edamame, 5g of acacia fiber, and one serving of spinach per serving in a 454g pot, positioned as combining performance, lightness, and flavor in a velvety shake. Non-GMO, gluten-free, dairy-free, and sugar-free. Targeted at consumers wanting a dessert-inspired plant protein flavor for daily use and recovery.
• Subscribe and Save Subscription Program Recurring subscription offering for MOVE Protéine plant-based protein powders purchased through the Shopify e-commerce site, providing automatic repeat delivery and billing for individual consumers who want continuous access to the product without re-ordering manually.

Quantifiable outcome

• 20g protein, 5g fiber, and 1 vegetable serving per serving
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Trees for the FuturecoreStrategic or Co-development Partner · 1 February 2019MOVE Protéine partnered with Trees for the Future to plant one tree for every product sold. Trees for the Future has planted 155 million trees since its founding 30 years ago. This environmental initiative aligns with MOVE's commitment to sustainability and reduced environmental footprint.
• Coopérative d'AlentourcoreChannel Partner/ Reseller/ Distributor · 1 February 2019Partnership with Coopérative d'Alentour, a recognized Quebec distributor in the health food sector for over 25 years. The goal is to increase accessibility of MOVE products in grocery chains and natural food stores throughout Quebec.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Orgain: Orgain is a major plant-based nutrition brand known for its Organic Protein shake powders and ready-to-drink shakes distributed nationally in grocery and mass channels — a direct competitive comparable in the plant protein powder space.
• Vega: Vega is a Canadian-founded plant-based nutrition brand specializing in protein powders and nutrition shakes made from pea, hemp, and other plant proteins — directly competing with MOVE in the premium plant protein category with similar channels and ingredient philosophy.
• Garden of Life: Garden of Life is one of the largest certified-organic, plant-based nutrition brands offering protein powders (including Sport and RAW Organic lines) sold across natural food, grocery, and online channels — a flagship comparable in the plant protein category MOVE competes in.
• Manitoba Harvest: Manitoba Harvest is a Canadian plant nutrition brand specializing in hemp-based protein powders and foods, with strong Canadian grocery presence — a regional and category-direct comparable to MOVE Protéine.
• Aloha: Aloha offers plant-based protein powders and bars positioned around clean, organic, non-GMO ingredients sold via DTC and natural food retail — directly comparable to MOVE's positioning and target consumer.
• KOS: KOS produces organic plant-based protein powders (pea, rice, hemp blends) sold primarily via DTC and Amazon — comparable direct-to-consumer competitor in clean-ingredient plant protein.

Emerging players

• Sprout Living: Sprout Living markets plant-based protein powders and superfood blends through ecommerce — an emerging DTC-native player with overlapping audience and product format to MOVE.

Regional players

• Botanica Health: Botanica is a Canadian wellness brand offering plant-based protein powders and superfoods distributed through Canadian retail — a regional comparable sharing the Canadian mass-market health food channel with MOVE.

Others

• Tera's Whey: Tera's Whey is a clean-ingredient protein powder brand (whey-based) sold through natural food retail — thematically comparable in ingredient transparency and texture-focused formulation approach to MOVE.

Broad incumbents

• Ritual: Ritual is a DTC nutrition brand that has expanded from multivitamins into protein powders and other supplements — a broader incumbent in the clean DTC nutrition space serving similar values-driven consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/moveprotein
• Instagraminstagram.com/move.protein
• LinkedInlinkedin.com/company/move-protein

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 MOVE Protéine