Wellness Natural, Inc., a newly created natural plant-based natural foods company headquartered in Toronto, with operations in both US and Canada, announced its new corporate strategy following the acquisition of SimplyProtein® to continue to propel the nutrition-based snack brand in the US and Canada.
The company is launching an omni-channel, brand expansion in the Spring of 2021 with the focus of becoming a leader in plant-based snack solutions for the North American market. In addition to launching their Kids Bars in the US in Spring 2021, SimplyProtein® is offering plant-based line extensions of its current product line as well as new flavors in their collagen based, snack bar line.
The brand will continue to grow under the leadership of CEO Michael Lines, who prior to creating Wellness Natural, Inc., led the brand in Canada since 2017. Wellness Natural Inc. is a company rooted in their people and respect for the planet, which is evident from their nutritional, natural plant-based products that provide all consumers with easily digestible snacks that taste great and have only 1-3g of sugar.  With a new management team and outstanding board of directors including US retail veteran John Lederer, Club Monaco founder, Joe Mimran, branding expert, Joe Jackman, Flow Water founder, Nicholas Reichenbach, and North American finance veteran, Steve Spooner, Wellness Natural has a renewed focus and approach to building out their US retail and ecommerce footprint.

As a result of the acquisition, the SimplyProtein® team is cultivating a brand refresh that will continue to boost expansion with the help of their impressive board of directors. Growing greater than 50% year on year in the US, SimplyProtein® expects to accelerate growth in new product segments, retail, and ecommerce.
SimplyProtein® is a female founded brand that was started in Canada by Cathy Richards in 2002, who was diagnosed with Crohn's disease when she was twelve. When she struggled to find a delicious, nutritious snack that didn't upset her stomach on the market, she made her own. SimplyProtein® stands out against competitors in the ever-growing protein bar category as they offer plant-based protein, clean and gluten free ingredients, 11-15g of protein and 0-3g of sugar, making them the perfect snack the whole family will enjoy.