In a significant move that signals growing momentum for plant-based dining options across Canada, Happy Belly Food Group’s Heal Wellness has secured its first franchise agreement in Atlantic Canada. The deal marks a strategic entry into Prince Edward Island, extending the brand’s rapidly expanding footprint eastward into previously untapped territory.
“This represents more than just another location on the map,” said Sean Black, Chief Development Officer of Happy Belly Food Group, during our exclusive interview. “P.E.I. offers us a unique opportunity to introduce our plant-forward concept to a market that’s increasingly conscious about sustainable food choices while maintaining our commitment to locally-sourced ingredients.”
The new Heal Wellness location will feature the brand’s signature menu of superfood smoothie bowls, cold-pressed juices, and plant-based meals that have attracted a loyal following in Ontario. According to market analysis obtained by CO24 Business, the health food sector has seen a 27% growth in Atlantic Canada over the past two years, making the timing optimal for Heal’s expansion.
What distinguishes this particular franchise agreement is the comprehensive territory rights granted to the franchisee, effectively giving them exclusive development authority throughout P.E.I. This strategic approach allows for concentrated brand building in a region where consumer awareness of plant-based QSR concepts remains in its developmental stages.
“We’re not just selling smoothies; we’re introducing a lifestyle concept that resonates with today’s health-conscious consumers,” explained Mandy Sammut, co-founder of Heal Wellness. “Our research shows that 64% of Atlantic Canadians are actively seeking more plant-based options in their diet, but the availability hasn’t kept pace with demand.”
The franchise agreement comes as Happy Belly Food Group reports a 31% year-over-year revenue increase across its existing Heal Wellness locations. Industry analysts featured in CO24 Sports have noted the brand’s popularity among professional athletes and fitness enthusiasts, creating a unique crossover appeal that transcends typical health food demographics.
Construction on the new P.E.I. location is scheduled to begin next month, with doors expected to open by late summer—just in time for the island’s peak tourist season. The franchise will incorporate design elements that honor local maritime aesthetics while maintaining the brand’s recognizable modern, minimalist approach.
“This expansion represents the seventh franchise territory agreement for Heal Wellness, and we’re just getting started,” added Black. “Our development pipeline now includes 14 additional locations across four provinces, with negotiations actively underway in three more markets.”
As reported in CO24 Breaking News last quarter, the plant-based restaurant sector is experiencing unprecedented growth in Canada, with analyst projections suggesting a $1.7 billion market valuation by 2027. Heal Wellness’s strategic positioning as a premium QSR concept with mainstream appeal appears perfectly timed to capitalize on this trajectory.
Will P.E.I. prove to be the gateway for further Atlantic Canada expansion? With Nova Scotia and New Brunswick markets already expressing interest, Happy Belly Food Group’s eastern strategy appears to be just beginning to unfold.
