Nutrition Fit Plus Targets Canadian Market

MONTREAL – Nutrition Fit Plus, the Quebec leader in home-delivered prepared meals is pleased to announce its pan-Canadian expansion plans. This summer, the company will open a new 30,000-sq.-ft. production facility in Dorval, on the island of Montreal, and expects to hire an additional 200 employees in order to meet increasing demand. This new site, coupled with its existing production facility in Saint-Hyacinthe in the Montérégie region, will support the company’s growth objective to produce nearly 5 million prepared meals annually, while maintaining the same level of quality and customer service.

“We are in the midst of a revolution in dietary habits with an increasing number of people who want to save on cooking time without sacrificing on the quality or the flavour of their food,” stated Étienne Plourde, Founder and CEO of Nutrition Fit Plus. “We founded Nutrition Fit Plus to address this need and we have developed a unique expertise, allowing us to offer balanced meals, ready in 2 minutes, and home-delivered fresh across Quebec and Canada.”

“We want to become the Canadian leader in home-delivered prepared meals by 2022 and generate over $100 million in revenues within the next three years. We are also evaluating the possibility of taking our company public within the next 12 to 18 months,” added Étienne Plourde.

A Track Record of Strong Growth

Currently, Nutrition Fit Plus has the largest home-delivered prepared meal production capacity in Quebec. Its food production facility in Saint-Hyacinthe prepares nearly 400,000 meals annually and serves over 12,500 customers. With a robust online sales platform, the company delivers across Quebec and Ontario supported by nearly 100 pick-up locations across Quebec.

Its founders, Étienne Plourde et Jonathan Roy, have shown their savvy through their innovative use of social media tools and platforms to rapidly and profitably grow their customer base. A significant network of influencers, such as the host and actress Mariepier Morin, actively contribute to building brand awareness for Nutrition Fit Plus.

Having already reached capacity in their current location to meet demand, the addition of a second production facility in Dorval will allow the company to pursue its growth objectives.

A Rapidly Growing Market

Compared to meal kits, Nutrition Fit Plus’ prepared meals offer many advantages to consumers such as personalization options and significantly less cooking time.

“The home-delivered prepared meal model has recently been implemented with success in several countries around the world, and yet, no one is occupying this market in Canada. We estimate that the value of this new market will surpass $1 billion in Canada by 2025, and we are very well-positioned to increase our market share, as we are well ahead of the competition in Quebec,” added Étienne Plourde.

Positioned for Growth

Nutrition Fit Plus can already count on the support of two Quebec institutional players to reach the next phase of its growth. The company unveiled its strategic plan for the next three years, which includes:

  • A private financing round, currently underway;
  • Opening of new production facility in Dorval during the summer and the creation of 200 new jobs;
  • Significant investments in marketing, new product launches and talent recruitment;
  • Evaluating the possibility of a stock market listing within the next 12 to 18 months;
  • Objective to reach $100 million in annual revenues and over 5 million prepared meals produced annually within the next 24 to 36 months, and
  • The eventual opening of a facility in Western Canada to support the company’s expansion plans across the country.

About Nutrition Fit Plus

Founded in 2013, Nutrition Fit Plus is the Quebec leader in fresh, home-delivered prepared meals. The company’s delivery network extends across Quebec and Ontario and includes nearly 100 pick-up locations. With over 60 employees working in its food production facility located in Saint-Hyacinthe, Quebec, Nutrition Fit Plus serves over 12,500 customers through its online sales platform and prepares 400,000 meals annually. Nutrition Fit Plus has over 57,000 Facebook and 25,000 Instagram followers.