TORONTO, June 2, 2020 /CNW/ – Today, ELXR Juicelab, Toronto-based cold-pressed juice and superfood cafe, announced that it has partnered 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. The group has a healthy appetite to partner into small businesses with strong growth potential in an effort to help them achieve expansion locally and nationally.
“LoveKind partners with hospitality and lifestyle brands, providing access to capital and hands-on management to drive brand development and profit maximization. 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% 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 it’s category.” CEO of LoveKind Inc., Loren Shifrin
Since launching in 2015, ELXR has quickly become a favourite among local health conscious consumers. “At ELXR, we believe in honouring our roots and promoting longevity by relying on simple, unadulterated, and wholesome nutrition for whole-body nourishment. 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.” CEO and Founder of ELXR Juicelab, Dan Gelshteyn.
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.
The acquisition of ELXR Juicelab by LoveKind Inc. marks the beginning of an exciting growth stage for both brands. The merger will provide new opportunities to further promote and support innovations in North American health, wellness and food sectors.
About ELXR Juicelab
ELXR Juicelab is a Toronto-based cold-pressed juice and superfood cafe providing cold-pressed juices, protein-dense and plant-based mylks, tonic waters, booster shots, wellness lattes, smoothies, parfaits, and cleanse packages. ELXR’s vision is to (re)connect consumers to the goodness of the Earth through the use of modern technology for maximum nutrition extraction. Launched in 2015 by founder Dan Gelshteyn, ELXR Juicelab currently operates five superfood cafes across the GTA, an online delivery service and a wholesale operation that serves a growing number of reputable retail partners. At ELXR, taste meets function – each deliciously restorative elixir is raw, alive, and always unpasteurized. ELXR’s goal is to support healthy communities and provide access to vibrant plant-based foods that enhance our everyday lives.
