WATERDOWN, ON – September 15, 2026 – Forewinds Inc. is proud to announce that Sleep Protein®, the innovative nutritional nighttime recovery supplement, is officially launching nationwide across Canada at select Loblaws®, Real Canadian Superstore® and Zehrs® stores.
This nationwide expansion marks a significant milestone for the Canadian brand. With its Health Canada-approved formulation (NPN: 80147681) and its signature Vanilla Sky and Midnight Chocolate flavours, Sleep Protein® is designed to support optimal nighttime recovery, muscle repair, and restful sleep.
“Canadians are increasingly prioritizing their sleep, wellness, and recovery, and we are absolutely thrilled to be available at select Loblaw banner stores to make Sleep Protein easily accessible nationwide,” said Marc Boudreau, Founder of Sleep Protein®. “Our team has worked tirelessly over the last year to develop a Health Canada-approved formulation that truly delivers. Seeing our product hit the shelves at Real Canadian Superstore, Zehrs, and Loblaws is a massive milestone for us. We are incredibly excited to bring Sleep Protein® to our home market and can't wait for Canadians to experience the benefits of a better night's rest.”
The launch aligns with Loblaw's ongoing commitment to expanding its wellness category with quality, innovative health products that meet the evolving needs of Canadian shoppers.
“We know our customers are increasingly looking for innovative wellness solutions that support their everyday routines, including sleep and recovery,” said Christine Uyede, Category Director, Wellness at Loblaws. “We’re proud to be the first major Canadian retailer to bring Sleep Protein to market nationally, offering our customers early access to a new product that brings together nutrition and nighttime wellness."
To execute the physical rollout across hundreds of store locations, Sleep Protein® has tapped Western Impact Distribution as its strategic distribution partner for the Canadian market.
“Consumer demand for functional protein and better sleep is at an all-time high. We are thrilled to partner with Sleep Protein for this nationwide rollout at Loblaws.” said Mike Pizale, Vice President at Western Impact Distribution
Sleep Protein will be rolling out to select Loblaws, Real Canadian Superstore, and Zehrs wellness aisles throughout the month.
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About Sleep Protein® Founded by consumer packaged goods veteran Marc Boudreau and operated under Forewinds Inc., Sleep Protein® is a premium nighttime nutritional supplement formulated to optimize sleep and physical recovery. Backed by Health Canada, Sleep Protein® bridges the gap between sports nutrition and sleep wellness.
Media Contact:
Forewinds Inc. / Sleep Protein®
info@sleepprotein.com
www.sleepprotein.com
About Loblaw Companies Limited
Loblaw Companies Limited is a Canadian public company incorporated in 1956 and is Canada’s food and pharmacy leader, and the nation’s largest retailer. The Company’s continuing retail operations are comprised of several operating segments and now represent the only reportable segment due to the similar nature of the products and services offered. All material operations are carried out in Canada. The segment consists primarily of corporate and franchise-owned retail food and Associate-owned drug stores and e-commerce platforms, and includes in-store pharmacies, healthcare services, other health and beauty products, apparel, other general merchandise, wireless products and services, logistics services, retail media and the PC OptimumTM loyalty program. The Company also provided credit card and everyday banking services and insurance brokerage services through its PC Financial business, until its sale to EQB Inc. on July 1, 2026. PC Financial’s results, net of intersegment eliminations, have been presented separately as discontinued operations in the Company’s current and comparative results.