CHFA Launch Pad competition announces the finalist lineup

Finalists Unveiled for 2025 CHFA Launch Pad: Celebrating Innovation in Natural, Organic, and Wellness CPG

TORONTO, ON – August 26, 2025: Eight emerging Canadian consumer packaged goods brands are set to compete in the highly anticipated CHFA Launch Pad competition on Friday, Sept. 19, at CHFA NOW Toronto, Canada’s largest trade show dedicated to the natural, organic and wellness (NOW) industry.

This industry-renowned event awards one start-up with the title of ‘Most Innovative Product’ and a prize pack set to elevate their brand to new heights. Past winners have seen sales growth and retail partnerships following their participation in the CHFA Launch Pad showcase.

Finalists will have the opportunity to pitch their brand and product in a format of their choosing with the goal of capturing the attention and favour of the esteemed judging panel. The expert panel of industry leaders will have an opportunity to see what brands are really made of, asking exploratory and thought-provoking questions to aid in their decision-making.

After a thorough review, the top eight finalists for this year’s Toronto Launch Pad Competition are:

1. Before Oral Care – Before n-HA Whitening Toothpaste: A next-gen toothpaste powered by nano-hydroxyapatite, gently whitens and repairs enamel while offering a clean, fluoride-free formula in a planet-friendly sugarcane tube.
2. Gruffies – Calming Dog Treats: The only certified organic functional dog treats—crafted with calming superfoods like chamomile and ashwagandha to naturally support your pup’s mood, focus, and sleep.
3. EarthSuds – Dissolvable Shampoo Tablets: A mess-free, plastic-free alternative to bottled shampoo with compact, waterless tablets that cleanse, moisturize, and travel light without waste.
4. Pain Punch: Formulated by a physician, Pain Punch combines turmeric, vegan omega-3, and key vitamins in a fast-absorbing drink designed for natural and effective pain relief with no pills needed.
5. Altheda Wellness Innovation Inc. – Optiwyse: A science-backed eye health supplement featuring PEA, lutein, and turmeric to support vision, reduce inflammation, and help protect against conditions like glaucoma and cataracts.
6. OHME! Foods – Freeze-Dried Strawberry Yogurt Crunch: This crunchy and creamy snack blends real Canadian yogurt, strawberries, and apple juice into a no-sugar-added treat that is just as nutritious as it is delicious.
7. Lean Beverage Corp – ProPOP: A sparkling protein water that redefines the category with 20 grams of clean protein and no sludge or dairy taste, just bold refreshment in a can.
8. Poo Perfect: With organic psyllium husk and real fruit powders, Poo Perfect makes gut health cheeky and effective by bringing fun to fibre and smooth to your moves.

The winning brand will be awarded a stacked prize pack with a value of over $50,000 including: $15,000+ in consulting and data package from NielsenIQ (NIQ), $12,000 of tailored coaching and advisory services from TruNorthmbc, $14,000 Brand Audit + Strategy Intensive provided by Grant, $10,000 in retail merchandising package from Hive Retail Solutions, inclusion in CHFA’s PR efforts for CHFA Launch Pad, promotion across CHFA newsletters and social media, a booth at the next CHFA NOW trade show, and a one-year complimentary CHFA 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.

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