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Industry NewsLeadership profile: Claudia Poulin, from modest startup to booming business

Leadership profile: Claudia Poulin, from modest startup to booming business

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In just seven years, out of the lofty goal of redefining accessible health eating in the frozen food aisle, Claudia Poulin, founder and president of Quebec-based Evive Smoothies has led the brand from a modest startup to generating $27 million in sales in 2021.

Those who know her say that Poulin epitomizes the modern accomplished professional. She started her business as a small Quebec smoothie business by creating recipes in her parents’ kitchen; and evolved the business into one of North America’s top nutrition brands.

What are the key ingredients to the company’s success?

Poulin and her team’s understanding of the frozen foods category in grocery stores, recipes that responded to demands for game-changing products, and marketing initiatives founded on genuinely listening to and implementing consumer feedback form the foundation of the company’s success.

Poulin’s achievements include:

  • Finalist for the RevolutionHER Trailblazer Award
  • Sold over 20 million smoothies since its launch in 2017
  • Contributed $12 million in sales to the frozen fruit category in 2021 according to a Nielson report
  • Launched a 2-in-1 soup and meal bowl line in 2019
  • Launched a new snack line, Muffin Bites in May 2022
  • Products are available in over 3,000 stores across Canada and the U.S.
  • Continued charitable efforts to reforest land with their Plant A Tree initiative

From inventing its own eco-friendly packaging to ensure its foods stay frozen and fresh upon delivery to a pandemic business plan that saw the company thrive and expand into the U.S., Poulin’s leadership seems to exemplify accessibility, inclusion and innovation.

Poulin founded the company “to make healthy eating accessible to everyone” interested in exploring healthy and vegan options without feeling overwhelmed and reached consumers in compelling and meaningful ways. It will be fascinating to see what Poulin has in store for the future.

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