There’s a lot of desire these days to buy Canadian — and exactly what that term means is hotly debated — but finding Canadian products in the sports and outdoor industry can be tricky. This spring, Brainsport would like to introduce you to some Canadian companies whose products we carry in-store.
Today we speak with Michel Quesnel, the sales director for Quebec-based XACT Nutrition. XACT has been manufacturing sports nutrition products since 2012 and prides itself on offering a tasty, easily digestible alternative to sports gels and chews. Its signature offering, the energy fruit bar, is inspired by French pâte de fruits fruit jellies.
What does it mean to you today to be part of a Canadian company?
We are a Canadian brand, but our products are made in Europe. We would love to make them here in Canada but, as of today, we have not found the best way to make them in Canada. We are using small family factories in Europe that have the “savoir faire” of good tasty products
The company started in 2012 and, when we started, our business was one of the first energy companies that was making energy products and we were competing with all U.S. brands. We went step by step. We started with the province of Quebec and we had a lot of success there and, after the pandemic, we changed our strategy to attack the market and now most of the running and bike specialty accounts in Canada that sell nutrition have our product and every owner that I speak with is pretty proud of the way that we are doing business, and that we are a Canadian brand.
We are also pretty proud that we are part of all the key marathons across the country from Quebec City to Victoria as the official sponsor of the energy product.
Is there anything XACT has thought about in the last few weeks or months in the context of this trade war and the wave of Buy Canadian sentiment that you maybe hadn’t considered before?
Not really — our business model, our business strategy didn’t change. We need to be careful because we are a Canadian brand, but we are also selling in the U.S. We are global. We are proud to be Canadian, but we need to be careful with our U.S. market.
The good thing for us right now is that (for us to import) our product (and sell it in the United States), it is not affected by any extra tariffs because we are made in Europe.
If people haven’t had an opportunity to try your product before, what do you want them to know about XACT?
Our key product is the energy bar, it’s a fruit bar. When we started 12 years ago, the goal was: let’s make a tasty and natural alternative to the energy gel and we nailed it. Why? Because it’s not solid like a chew and it’s not liquid like a gel — we’re right in the middle. Anyone can (make a product with) 100 calories and 25 grams of carbs, but nobody is doing 100 calories and 25 grams of carbs with five to seven ingredients that you can read and you don’t need Google or Chat GPT to understand all the words that are with the ingredients.
Because we use all natural and simple ingredients, you don’t need to train your gut or your stomach to not have GI problems when you use them.
The bars are not freezing when it’s cold and they’re not melting when it’s warm. We test them in minus-40 to plus-40 degrees Celsius.
And the good thing is they taste so good. You will never take a gel if you don’t need it. Our energy fruits bars can be eaten just because they’re good food. Why not have the best experience when you need carbs and energy to fuel your goal?
We also have our protein bar. Most of the protein bars out there, they are hard to eat. Our protein bar is a wafer, it’s like a KitKat or Coffee Crisp with milk chocolate around and whey protein inside. People love our product because it’s crunchy and you have 15 grams of protein.
What are you most looking forward to in 2025?
I think we can double or triple our business in the next two years. The more that people try us, the more that people will love us. With the way Canadians are shopping right now, the way consumers are reacting, the more they know that we are a Canadian brand, the more it’s going to be better for us.
We also have more products coming down the pipes for summer 2025 and spring 2026.
This interview has been edited and condensed.
Learn more at xactnutrition.com or stop by Brainsport to try out some of XACT’s products.
