For many Canadians embarking on a New Year's fitness journey, the thought of choking down a chalky, gritty protein shake is a familiar deterrent. A Montreal-based company is on a mission to change that perception for good.
From Personal Frustration to National Brand
Good Protein, a Canadian wellness beverage brand founded in 2019, was born from co-founder and CEO Edward Lalonde's own dissatisfaction with the market. Lalonde struggled to find a protein shake that was both nutritious and genuinely enjoyable to drink, encountering products that were often bland, gritty, and caused bloating.
"Everything on the market felt gritty, bland and often left me bloated, so I set out to create something better," Lalonde explained. The company's core mission is to deliver plant-based shakes packed with protein and essential nutrients, but without sacrificing the critical elements of taste and texture.
What Sets Good Protein Apart?
The brand's primary focus is overturning the negative sensory experience associated with traditional protein supplements. Lalonde emphasizes that taste and texture are their key differentiators. Instead of being a chore, Good Protein aims to make its shakes a smooth, delicious treat that consumers actually anticipate.
Beyond the product itself, the company prioritizes approachability and inclusivity. From its branding to its product formulas, Good Protein is designed to make wellness feel accessible and unintimidating. This is complemented by one of the most extensive flavour ranges in the category, featuring 13 core flavours along with rotating limited editions to cater to diverse palates.
Products, Pricing, and Availability
The brand's lineup includes offerings like the All-In-One Shake and the 32g High Protein Shake. The undisputed "hero" product is the Vanilla Milkshake All-in-One Shake, while Chocolate Milk leads the 32g High Protein line.
Good Protein offers flexible sizing and pricing to meet different consumer needs:
- A 440-gram bag (10 servings) for $37.99.
- An 880-gram bag (20 servings) for $61.99.
- A 2 kg bag (approx. 45 servings) available at Costco for $79.99.
The brand has achieved significant retail distribution, with products now available in over 3,500 stores across Canada. Consumers can also explore the full range directly online at goodprotein.ca.
By addressing the common complaints of texture and taste head-on, Good Protein is positioning itself as a game-changer in the wellness beverage sector, proving that meeting nutritional goals doesn't have to be an unpleasant experience.
