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CHFA NOW 2024 Recap

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Our Muscle Insider team had the opportunity to visit the CHFA NOW show, hosted at the Vancouver Convention Centre, in Vancouver, BC. This annual gathering is presented by the Canadian Health Food Association, to highlight natural products in the health, food, and sports nutrition categories. This year’s trade show did not disappoint, as there was an impressive number of exhibitors and even more attendees. With a busy floor filled with both familiar and new exhibitors, the event was a great opportunity for us to see what’s next in the products our readers love, and to discover new brands making waves with their innovative offerings.

Right from the start, we were greeted by the impressive Peak Performance booth. As one of Canada’s leading supplement distributors, they displayed a wide range of exciting brands. We want to share our experiences and the interesting finds from the show, starting with some well-known names in the sports nutrition space.

We first had the opportunity to taste test IWON Organics' range of snacks. This innovative brand is known for its commitment to high-quality, plant-based nutrition, packing a powerful protein punch into every bite. Their lineup included Protein Puffs, Protein Stix, and Protein Crisps, each offering a satisfying crunch and bold flavors. Founded on the belief that balanced nutrition is key to a healthy lifestyle, iwon organics ensures that each snack is not only delicious but also supports your wellness goals. For more on their philosophy and products, visit https://iwonorganics.com/.

TRUELY Cereal offers a high-protein breakfast option perfect for athletes, with a variety of flavors that cater to different tastes. Among their offerings, we had the chance to taste the Cocoa and Peanut Butter flavours at the show, which are part of a lineup that also includes Blueberry Muffin, Fruity, and Cinnamon. Each flavor aims to provide a delicious and nutritious start to the day, combining the benefits of protein with the convenience and enjoyment of cereal. For more details, visit https://truelycereal.com/.

Dymatize has introduced an exciting new flavor to their ISO 100 Hydrolyzed Protein Isolate lineup: Dunkin' Glazed Donut. This new flavour aims to combine the rich, satisfying taste of a classic glazed donut with the high-quality protein support Dymatize is known for. Perfect for those looking to indulge their sweet tooth while sticking to their fitness goals, this new offering promises to be a delicious addition to your protein routine. For more information and updates on this and other flavors, check out Dymatize on Instagram.

We also had the pleasure of speaking with Vreshin Naga, the founder of OG Ghee by Vresh Foods. This Canadian-based food company prides itself on bringing a contemporary twist to traditional Indian cuisine through its pantry products, particularly ghee. OG Ghee stands out for its commitment to using Canadian ingredients wherever possible, highlighting the brand's dedication to quality and local sourcing. The ghee is celebrated for its creamy texture and versatility in various dishes, offering a luxurious alternative to other brands. For more insights into their philosophy and offerings, visit Vresh Foods.

“People often approach us and exclaim, ‘Ghee? Isn’t that the Indian Butter.’ To this we say NO! OG GHEE is made by Canadians, for Canadians, in Canada using 100% Canadian ingredients. We’re tired of seeing Ghee relegated to the international aisles of grocery stores, when they should be front and center among the other cooking oils and fats. God knows its healthier than most of the other options in that aisle!” Vresh Naga.

During our visit with the ALLMAX Nutrition team, we got the scoop on the upcoming flavours of ALLMAX Impact Pump Xtreme - Sour Gummy and Blue Raspberry, exciting additions that are soon to be available in Canada. This new pre-workout promises to invigorate the workout experience, offering the same quality and performance boost that users expect from ALLMAX products. For those eager to learn more about what makes Impact Pump Xtreme stand out, stay tuned to their Instagram page.

At the Mammoth Supplements booth, we were introduced to a diverse lineup poised to meet nearly every fitness need. Among the highlights was Mammoth Shock, their new high-intensity, maximum-dose pre-workout designed for serious athletes. For those favouring plant-based nutrition, their new Plant Protein offers a smooth blend of quality protein without compromising taste or nutrition. Additional standouts included Swell, a pre-workout for those sensitive to stimulants, Liquid L-Carnitine for fat metabolism, and Super 7 Collagen, offering a unique blend of collagen types plus Vitamin C for comprehensive body support. For more on these innovative products, visit Mammoth Supplements.

As we continued through the show, we encountered the EHP Labs booth, buzzing with excitement over their new Ghostbusters collaboration. This unique partnership brings the nostalgia of the original Ghostbusters movie to life, perfectly timing with the anticipation for the new film. The collaboration features two electrifying flavors: 'Slimer,' a refreshing lime cordial with tropical notes, and 'Proton Plasma,' a vibrant tropical mandarin with hints of pineapple, passionfruit, and strawberry. These limited-edition flavours are available in their OxyShred, OxyGreens, and BEYOND BCAAs + EAAs product lines. For a closer look, check out their Instagram page.

Checking out the BioSteel booth, it was no surprise to see the wide range of hydration products that we all know and love. We were excited to learn that they have brought back the ever so popular Pink Lemonade flavour of the BioSteel hydration mix, which was originally a limited-edition product. If you happen to be in the same boat as we were, you may be surprised to learn that BioSteel has a great Sport Greens product available. BioSteel's Sport Greens is a nutritious blend featuring over 20 whole ingredients from organic and fermented sources, offering a powerhouse of Superfoods. Designed to help meet your daily fruit and vegetable intake, this formula is natural, non-GMO, and rich in antioxidants. It includes fermented amino acids and is free from gluten, soy, and dairy, making it an excellent choice for those seeking a clean, healthful boost to their diet.

For most bodybuilders reading this, I’m sure you’ll agree that rice cakes are a common staple in your regular nutrition program. Rice up! is committed to enhancing your snacking experience with a health-conscious approach, offering a delicious range of Brown Rice Cakes and Brown Rice Chips. These snacks are designed to support a balanced diet, made with all-natural ingredients and free from gluten, palm oil, and added sugars. Their commitment to never frying their products ensures a healthier, guilt-free crunch. Perfect for those seeking tasty, yet nutritious snack options, Rice up! delivers on both flavor and wellness. For a closer look at their flavors and product details, visit https://rice-up.zone/.

If you’re anything like us, one thing that we tend to miss during a dieting phase is pasta. While it’s a meal that we do enjoy, we tend to save it for a day when we’re able to have a free meal, rather than trying to fit it into our macros on a regular basis. We managed to find a couple of very impressive brands at the show that have produced alternatives to regular pastas, which can fit into most regular meal plans.

LIVIVA Foods stands out with its unique approach to pasta, creating a healthier, keto-friendly alternative that doesn't compromise on taste or texture. Offering Low Carb, Shirataki, and Bean Pasta options, LIVIVA caters to a variety of dietary needs. Each product is designed to fit into a balanced lifestyle, providing a high-protein, high-fiber option with significantly reduced carbs. Emphasizing quality, LIVIVA uses organic, non-GMO ingredients, ensuring that each dish is not only delicious but also nutritious. We had the chance to sample their keto spaghetti, linguini, and fettuccini, all of which boast a substantial 27 grams of protein, with only 10 grams of cards, 2 grams of which are fibre. To explore their innovative pasta solutions, visit LIVIVA Foods.

Wellth Pasta is introducing a revolutionary high-protein, grain-free pasta range that captures the authentic taste and texture of traditional pasta. With 22g of protein and 8g of fiber per 100g serving, this 100% natural product offers an exceptional nutrition profile. The lineup includes innovative flavors like Yellow Pea, Yellow Pea & Spinach, and Yellow Pea & Beetroot Rotini, catering to a variety of dietary preferences. Wellth Pasta promises a deliciously satisfying pasta experience without compromise, making it a standout choice for health-conscious consumers. Set to launch later this summer, keep an eye out for this exciting new product on your favorite retailers’ shelves. For more details, visit Wellth Foods.

The 2024 CHFA NOW trade show brought to light the vibrant future of the health, food, and sports nutrition industries, showcasing a wide range of products from exciting new flavours in sports nutrition to innovative functional food alternatives. The event highlighted the industry's commitment to merging taste with nutritional benefits, offering everything from guilt-free snacking options to protein-rich alternatives designed to fit seamlessly into a balanced lifestyle. These product advancements offer consumers exciting ways to support their dietary and fitness goals, without having to sacrifice taste and quality.



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