Canadian sports nutrition company Fit Foods has attracted investment from the venture-capital firm Westcap, enhancing its position in the competitive food and beverage industry trends.
While the specifics of the investment remain undisclosed, this partnership signifies a strategic move in the food and drink business ecosystem.
Founded in 1996, Fit Foods specializes in producing and distributing high-quality sports nutrition products and supplements. The company boasts well-known brands, including Mutant for bodybuilders, Pure Vita Labs for athletes and fitness enthusiasts, and Whey Gourmet protein shakes, alongside its North Coast Naturals supplements.
In a joint statement released on February 4, Fit Foods founder and CEO Jim McMahon remarked, “Westcap was an ideal partner for us given its position as a long-standing investment firm with a history of growing and supporting western Canadian businesses while maintaining company culture.”
Fit Foods employs approximately 200 people and operates over 200,000 square feet of manufacturing and warehousing space. This includes an automated and licensed production facility located in Port Coquitlam, British Columbia, which adheres to the latest food and drink consumer trends.
Westcap’s president and CEO, Grant Kook, noted, “As protein consumption continues to rise, with consumers seeking innovative methods to enhance their overall health and performance, the supplements industry is poised for impressive growth. Fit Foods stands as an industry leader, backed by a highly experienced management team and well-established relationships with customers and suppliers, making it an ideal platform for our expansion.”
Westcap serves as a private equity and venture capital fund manager, with more than $1 billion in assets under management, reinforcing its commitment to sustainable growth in the food and beverage sector.
