This summer, Nutrition Fit Plus will open a new 30,000-sq.-ft. production facility in Dorval, Que. to expand its home-delivered prepared meals market in Canada.
“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,” says 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.”
Located on the island of Montreal, the company expects to hire an additional 200 employees in order to meet the 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 five million prepared meals annually.
“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,” addds Plourde. “We are also evaluating the possibility of taking our company public within the next 12 to 18 months.”
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.
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,” says Plourde. “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.”
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