ELXR Juicelab partners with hospitality group to expand product line
By Food in CanadaFood In Canada Business Operations Products Beverages Fruit & Vegetables
June 3, 2020, Toronto, Ont. – ELXR Juicelab, a Toronto-based cold-pressed juice and superfood cafe, is partnering with hospitality incubator LoveKind Inc.
Through equitable ownership, LoveKind will support ELXR’s ambitious expansion plans with the investment capital required to launch a number of new retail locations in Canada over the next two years.
In addition, LoveKind will expand ELXR’s current product offerings in existing and new lifestyle categories with the development of a state-of-the-art production facility in the Greater Toronto Area.
LoveKind Inc. is a collective of like-minded, passionate, and forward-driven lifestyle brands, with the goal of empowering and supporting budding entrepreneurs and local businesses. Current brands under the LoveKind portfolio include Calii Love, Burgers n’ Fries Forever and Love Child Social House.
“LoveKind partners with hospitality and lifestyle brands, providing access to capital and hands-on management to drive brand development and profit maximization,” said LoveKind CEO Loren Shifrin. “We are very excited to onboard ELXR Juicelab to help us grow our portfolio within the food and beverage space.
“We are continuing to see consumer emphasis on health and wellness, which is projected to account for 40.29 per cent of the global market by 2022, according to Canadian Insider. We are very grateful to be aligned with such a strong brand and one that has always been at the forefront of product innovation within its category.”
“At ELXR, we believe in honouring our roots and promoting longevity by relying on simple, unadulterated, and wholesome nutrition for whole-body nourishment,” said ELXR Juicelab CEO and founder Dan Gelshteyn. “With help from our partners at LoveKind, and by continuously investing in modern and innovative technologies and techniques, we will continue our mission to produce healthy and inventive alternatives to conventional food products and beverages. We are thrilled at the opportunity to develop our brand through this strategic partnership and hope to solidify our position as a trusted leader in the food and wellness space.”
With the help of LoveKind, ELXR plans to continue its expansion by:
- Enhancing its product line, offering new options within its existing categories of cold-pressed juices and superfood menu options, developing a robust food and warm beverage program, expanding into new wellness/lifestyle categories.
- Modernizing its retail model, strategically partnering with industry experts to develop a world-class wellness latte program, curating a range of small-batch, locally-sourced and community-focused non-food products, and investing in new retail locations in addition to its existing locations in Bayview Village, Yorkville Village, the Toronto Dominion Centre, Scotia Plaza and inside Staples in Oakville.
- Increasing its wholesale presence, developing a sales team of highly experienced and successful salespeople to increase market share, and funding the construction of a state-of-the-art production facility.
ELXR Juicelab provides cold-pressed juices, protein-dense and plant-based mylks, tonic waters, booster shots, wellness lattes, smoothies, parfaits, and cleanse packages. The company operates five superfood cafes across the GTA, an online delivery service and a wholesale operation that serves retail partners.
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