Since launching in 2019, Good Protein has quietly—OK, not so quietly—become a Canadian phenomenon, selling over 50 million shakes and redefining what “healthy” actually tastes like. Forget chalky, sad, gym-bro blends. Co-founder and CEO Edward Lalonde built Good Protein around joy, flavour, and real-life wellness, proving that nourishment doesn’t have to feel like punishment. We sat down with Edward to talk flavour magic, the science behind feel-good nutrition, and why the brand’s mission is as simple as it is delicious. Dive in—this is protein, but make it fun. —Noa Nichol
You’ve sold over 50 million shakes since 2019—what was the aha! moment that started it all? Was there one smoothie or gym session that sparked the Good Protein idea?
Before Good Protein, I studied nutrition and worked as a personal trainer, so I spent years testing every shake out there. My clients would ask for product recommendations, and I could not, in good conscience, recommend any of them. Nothing tasted good… gritty textures, odd aftertastes, flavours that felt more like a chore than a treat. That frustration became the spark. I wanted a shake that tasted incredible first, while still giving the body everything it deserves. That mission turned out to be universal, with millions of people craving the exact same thing.
Good Protein’s philosophy is all about making nourishment “delicious, simple, and satisfying.” What’s been the hardest part of keeping simple at the core while growing so quickly?
I remind myself to focus on the bigger picture. As the brand grows, it’s tempting to chase every trend, but that’s not who we are. We centre everything on what makes Good Protein, well, good: delicious, high-quality products that actually meet real needs. Staying anchored in that keeps us building things that matter, not just adding noise.
A lot of protein brands talk about performance—yours talks about joy. Why was it important to make wellness feel joyful, not just functional?
The most important thing about any protein shake is taste. If people don’t actually want to drink it, the benefits don’t matter. When something is smooth, delicious and genuinely satisfying, it becomes easy to get the nutrients your body deserves. That’s why we focus on flavour first, then pack in high-quality, all-natural ingredients that support digestion, energy, immunity and more. Taste is what gets you in the door; everything else is the bonus your body feels.
You’ve developed more than 15 flavours—so, be honest: which one do you reach for on a hectic Monday morning versus a lazy Sunday?
On a busy Monday morning, I reach for the 32g French Vanilla High Protein Shake. It’s smooth, delicious and packed with extra protein, so all I need is a shaker and water to feel set for the day.
On a slow Sunday, I go for Peanut Butter All-in-One Shake. It’s rich, satisfying and perfect for getting creative in the kitchen. I make muffins, waffles, anything that makes the shake feel a little extra indulgent.
If Good Protein had a personality, how would you describe it? (We’re imagining confident, a little cheeky, and definitely plant-powered.)
If Good Protein had a personality, we’d be confident but approachable. We’re serious when it counts, but not pretentious. We make everyone feel welcome and part of the table, serving up plant-powered nutrition with a smile.
The protein aisle is a crowded space—what’s the “secret sauce” that helps Good Protein stand out from the big players?
The protein aisle can feel crowded, but Good Protein keeps it approachable and enjoyable. No intimidating big tubs of protein, just smooth, delicious flavours everyone can love, from timeless classics to seasonal twists. Our shakes are versatile too: sip them, blend them, or bake with them. We make it easy to get the nutrients your body needs while keeping it fun and flexible for real life.
You’re big on digestion, energy, and immunity support—how much of your product development is science-driven, and how much is taste-testing in the kitchen?
We don’t see science and taste as separate. Science helps us nail the benefits, while R&D helps us perfect the flavour. Each product goes through about 10 rounds of testing before we approve a flavour that’s not just delicious, but also supports digestion, energy, and immunity.
What’s been the most surprising customer story or piece of feedback that made you realize Good Protein was creating real change?
The most surprising feedback comes from seeing people light up at tradeshows or activations when they try our shakes for the first time. It’s amazing to see how much the Good Protein community has grown, and that it’s all happened so authentically. Early on, I called every customer to hear their thoughts, and those conversations showed me just how much our delicious shakes can make a difference in people’s daily lives.
As a founder, what does good energy look like in your day? Any morning rituals, mantras, or guilty pleasures that keep you grounded?
Good energy for me starts with simple rituals: breakfast first, coffee after, and a morning walk with my dog, Millie. I also love exploring new restaurants around the city–Montréal has some of the best food out there. It’s a little indulgence that keeps me inspired. I don’t claim to know it all but I know that I can rely on the expertise of the people around me.
Finally, if you could bottle up the Good Protein philosophy as advice for anyone trying to build a healthier routine, what would it be—no blender required?
If I could bottle up the Good Protein philosophy, it would be this: little habits go a long way. Healthy routines should be fun, not a chore or something you have to choke down. It’s all about balance. You can enjoy your cake and have a shake!
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