Fit Foods Secures Investment As Ultra Pouches Surge

In a landscape where energy and nutrition intersect, two North American companies are making waves by redefining how consumers fuel their bodies and minds. On February 4, 2026, Canadian sports nutrition stalwart Fit Foods announced it had secured a significant investment from venture-capital firm Westcap, a move that could accelerate its growth in an increasingly competitive market. Meanwhile, south of the border, the U.S. market is buzzing over the meteoric rise of Ultra, a nicotine-free energy pouch brand that’s shaking up the active nutrition scene with novel ingredients and star-studded endorsements.

Fit Foods, founded in 1996 and headquartered in British Columbia, has long been a fixture in the sports nutrition industry. The company’s portfolio includes well-known brands such as Mutant—geared toward bodybuilders—Pure Vita Labs for athletes, Whey Gourmet for protein shake enthusiasts, and North Coast Naturals supplements. With more than 200 employees and over 200,000 square feet of manufacturing and warehousing space, including a licensed and automated facility in Port Coquitlam, Fit Foods has established itself as a major player in the sector.

In a joint statement released on February 4, Fit Foods’ founder, CEO, and ongoing shareholder Jim McMahon expressed optimism about the new partnership. “Westcap was an ideal partner for us given its position as a long-standing investment firm with a history of growing and supporting western Canadian businesses while maintaining company culture.” The size and terms of Westcap’s investment remain undisclosed, but the deal’s strategic implications are clear. Westcap, with over $1 billion in assets under management, is known for backing businesses poised for expansion.

Grant Kook, president and CEO of Westcap, underscored the rationale behind the move. “As protein consumption continues to increase with consumers looking for new and improved methods to increase their overall health and performance, the supplements industry has an impressive growth trajectory. Fit Foods is an industry leader with a highly tenured management team and deeply entrenched customer and supplier relationships, which made it a perfect platform company for us to grow.”

The investment comes at a time when the sports nutrition market is undergoing rapid transformation, with consumers demanding innovative products that go beyond traditional powders and shakes. According to reporting by NutraIngredients.com on February 5, 2026, a new generation of energy pouches is taking the U.S. market by storm, offering a glimpse into the future of functional nutrition.

Ultra, a brand that only launched in May 2025, has already achieved staggering growth. In January 2026, the company raised $11 million in Series A funding to ramp up product development, distribution, and staffing. Within its first six months, Ultra sold 1,000,000 cans—a feat that speaks volumes about consumer appetite for portable, discreet energy solutions. The brand’s rise has been bolstered by endorsements from high-profile athletes such as NFL quarterbacks Joe Burrow and Dak Prescott, Olympic skier Lindsey Vonn, and UFC fighter Nate Diaz.

What sets Ultra apart is its ingredient profile. The brand’s signature component is enfinity, a branded form of paraxanthine—a downstream metabolite of caffeine. Unlike caffeine, paraxanthine is marketed as providing cleaner, more consistent stimulation without the jitters or crash often associated with traditional energy products. Other ingredients in Ultra’s formula include L-theanine, Alpha GPC, vitamins B6 and B12, and ginseng root extract, all aimed at enhancing cognitive performance and supporting overall well-being.

Tom Gourley, North American sales manager at TSI (the exclusive global distributor of enfinity), outlined the advantages: “These performance attributes make enfinity an attractive option for brands formulating next-generation energy, workout, nootropic and weight-management products.” Gourley also highlighted a broader industry trend: “Energy continues to be one of the fastest-growing needs within the active nutrition category, driven by younger consumers who seek cleaner, more consistent stimulation that fits their busy lifestyle.”

The appeal of these pouches lies not just in their functional benefits but in their delivery format. Modern consumers, especially those in the active and athletic communities, are gravitating toward products that are portable and discreet—far removed from the conspicuous energy drinks of the past. As Gourley put it, “Brands are exploring new delivery formats beyond traditional powders to deliver active ingredients quickly, conveniently and in line with modern consumer expectations.”

But as the category expands, questions loom over regulatory oversight. Shelly Blackwell, senior director at EAS Consulting Group, noted, “These types of products seem to be increasing in popularity, and we have yet to see how the FDA will regulate them.” She pointed out that if energy pouches are classified as dietary supplements, they must adhere to strict labeling and manufacturing standards, and avoid making drug-like claims such as smoking cessation. Asa Waldstein, founder of Apex Compliance, echoed these concerns, advising brands to “focus on dietary supplement labeling compliance, avoid making sublingual claims, avoid making disease claims, and use caution with common litigation triggers such as ‘clinically proven,’ ‘Made in the USA,’ or ‘All natural.’”

Joshua Schall, president of J. Schall Consulting, offered a broader perspective on the evolution of the pouch market. He observed, “About 15 years ago, Grinds Pouches arguably created the category by targeting the niche market of baseball players who wanted an alternative to chewing tobacco...but today’s nicotine-free mouth pouches (like ULTRA) aren’t marketed necessarily as tobacco use cessation products.” Instead, they are “packed with caffeine and/or nootropics...providing a healthier (and safer) alternative for consumers utilizing ZYN for cognitive enhancement.”

Looking ahead, Schall speculated that “in the next decade, the nicotine-free mouth pouch U.S. market could expand beyond a billion dollars...BUT only if convenience stores believe in (and support) the ‘energy’ category format shift.” He pointed to a cultural shift in consumer preferences, with more people seeking minimalism and discretion over the bold branding of traditional energy drinks. “The question comes down to if gatekeepers within this categorically important sales channel see a future where energy drinks are no longer basically aspirational mixtures, representing taste and identity by association...with consumers instead desiring a more discreet, portable performance habit,” Schall said.

As both Fit Foods and Ultra chart their respective courses—one through strategic investment and established manufacturing, the other through innovation and celebrity-driven marketing—the active nutrition industry stands on the cusp of significant change. Whether through protein powders or cutting-edge pouches, the quest to fuel performance is being reimagined for a new generation of consumers.

For now, all eyes are on how regulators, retailers, and consumers will shape the next chapter in this fast-evolving market. One thing’s for sure: the energy and sports nutrition sector is far from static, and its next moves promise to be anything but boring.