Pure Vita Labs (PVL), a family-owned Canadian sports nutrition provider, introduced Can-Whey.

Sourced, produced, and packaged in Canada, Can-Whey delivers 20 grams of clean protein per serving, supporting steady energy and blood sugar balance with a creamy, milkshake-inspired taste. Certified with the Dairy Farmers of Canada Blue Cow Logo, Can-Whey honors the nation's world-class dairy legacy while fueling Canadians' active lifestyles.

Crafted in PVL's 200,000-square-foot facilities near Vancouver, Can-Whey blends concentrated whey and microfiltered milk protein, enriched with chromium, B6, and B12 for balanced energy and blood sugar control. Unlike most whey proteins, which rely on imported protein ingredients, Can-Whey is 100 percent Canadian protein, ensuring a transparent, reliable supply chain that supports local dairy farmers. Certified by Informed Choice and verified by the Dairy Farmers of Canada Blue Cow Logo, it's rigorously tested for purity, the company said.

Available in nostalgic Vanilla Milkshake and Chocolate Milkshake flavors, Can-Whey mixes smoothly into the perfect shake and can also be used in variety of other ways, offering a delicious, clean option with no added sugar. Designed for busy families, professionals, and athletes, it's versatile enough for morning routines, post-workout recovery, or a quick boost before the grocery run.

"Most whey protein ingredients in Canada are imported, but Can-Whey changes that," said Jim McMahon, CEO of Pure Vita Labs, a Fit Foods Inc. brand. "We've created a protein that's as Canadian as it gets—crafted with pride, quality, and a commitment to our dairy farmers. Can-Whey is for everyone who wants clean, craveable nutrition that supports real life."

Can-Whey is now available at Loblaws, Amazon.ca, and ca.pvl.com, and coming soon to other retailers.