Wellness Natural, Inc. Acquires SimplyProtein®



Wellness Natural, Inc., a newly created natural foods company headquartered in Toronto, Canada announced today that it has acquired SimplyProtein®, a nutritional snacking brand previously owned by Simply Good Foods USA, Inc. With a presence throughout Canada and the U.S., SimplyProtein is poised to expand under the leadership of CEO Michael Lines, who led the brand in Canada prior to creating Wellness Natural, Inc.

With a premium nutritional profile including clean ingredients, plant-based protein, high fibre, and 0-3 grams of sugar, SimplyProtein products are gluten-free and Non-GMO Project Verified. With a robust variety of products marketed in Canada and a separate group of products marketed in the U.S., the SimplyProtein line includes a rich assortment of bars, cookies, chips, and crunchy bites, for both adults and children.

“I’ve had the pleasure of working on SimplyProtein throughout my tenure at Simply Good Foods, and developed a true passion for the brand and its positioning within the nutritional snacking space,” said Michael Lines, CEO, Wellness Natural, Inc. “With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes. With optimal protein, high fibre, low in calories and sugar with clean ingredients – it’s what consumers are looking for – while also being incredibly satisfying and delicious which is paramount. I’m eager to continue to grow the brand and excited about what the future holds for SimplyProtein. I’m also excited to chair an outstanding board of directors including John Lederer, Joe Mimran, Joe Jackman, Nicholas Reichenbach, and Steve Spooner.”


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