Eight Emerging Canadian Wellness Brands Named Finalists for 2026 CHFA Launch Pad Competition

TORONTO, Aug. 31, 2026 /CNW/ -- From protein-packed potato chips and veggie-filled sauce pucks to probiotic deodorant and Japanese ceremonial matcha, eight emerging Canadian brands are preparing to take the stage at the 2026 CHFA Launch Pad on Friday, Sept. 25 at CHFA NOW Toronto, Canada's largest trade show dedicated to the natural, organic and wellness (NOW) industry.

The competition, held at the Automotive Building at Exhibition Place, gives promising Canadian CPG brands in natural, organic, and wellness an opportunity to showcase their innovation to leading retailers and industry stakeholders, with one taking home the title of Most Innovative Product and a prize pack designed to help propel its next stage of growth. Past winners have seen sales growth and retail partnerships following their participation in the CHFA Launch Pad showcase.

Finalists are given two minutes to pitch their brand and product in a format of their choosing before a judging panel of industry experts: Isabèle Chevalier, President of NAD Capital Inc.; Shelley R. King, CEO of Natural Products Canada; and Steve Hollingsworth, CEO of Nature's Emporium. Following each presentation, the judges will pose questions to the presenters, allowing them to dig deeper into the product, business, and vision, before selecting a winner.

After a thorough review, the top eight finalists for this year's CHFA Launch Pad are:

1. Abieze - Camelina Black Soap: A versatile liquid soap made from vegetable oils that dissolves dirt rather than masking it, offering an effective, intuitive approach to everyday household cleaning.
    
2. Her Dailys - Complete Peri + Menopause Multi: Formulated by female naturopathic doctors, this comprehensive daily drink supports women through perimenopause and menopause with ingredients such as red clover, vitex, bacopa, CoQ10, probiotics, vitamins, minerals, and more.
    
3. MOOZ - Natural Deodorant: A naturally derived deodorant enriched with active probiotics to help balance the skin's microbiome and provide effective odour protection without compromising comfort.
    
4. Pod Squad Snacks - Mini Waffle Crisps: Crispy waffle bites made with organic beans, whole-grain oats, and milled flax seeds, delivering a veggie-first snack that's high in fibre, packed with protein, and a source of vitamins and minerals.
    
5. Snackish - Best Dressed Chips: Potato-powered chips made with real ingredients, 13 grams of protein, gut-friendly fibre, and avocado oil for a snack that's meant to satisfy.
    
6. Stealthy Foods - Frozen Single-Serve Sauce Pucks: Convenient frozen sauce pucks that blend vegetables with protein, making it easy to add extra nutrition to everyday family meals.
    
7. Suna Wellness - Ceremonial Matcha: Ceremonial-grade matcha sourced from Japan, rich in antioxidants and L-theanine and blended with 20g of protein, including 10g of marine collagen, is crafted to deliver calm, sustained energy without the jitters.
    
8. Tocha - Spiced Sauces: A flavour-first spiced sauce that adds convenient, versatile flavour to everything from chicken, eggs, and rice to roasted vegetables, sandwiches, and pizza, without the heat of a traditional hot sauce.

This year's winner will receive a prize pack valued at more than $25,000 alongside opportunities to build brand visibility. The package includes $10,000 in customized brand consultation from Brand Natural; a $10,000 retail media and brand visibility package from In Conversation with Bruce W. Cole; promotion across CHFA's owned channels; media exposure through announcements and placements; a booth at the next CHFA NOW trade show; and a complimentary CHFA one-year membership.

CHFA Launch Pad is a great opportunity for up-and-coming brands to gain unparalleled recognition and exposure among industry leaders, buyers, and media. For more information, please visit chfanow.ca/toronto/launch-pad.

About CHFA

The Canadian Health Food Association (CHFA) is Canada's largest trade association dedicated to natural, organic and wellness products. As a national not-for-profit association, our members include manufacturers, retailers, wholesalers, distributors, and importers committed to getting more healthy living products into the hands of more Canadians. For more information about the CHFA Launch Pad event, please visit chfanow.ca.

SOURCE Canadian Health Food Association

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