After filing for bankruptcy and closing its doors earlier this year, beloved Canadian brand Epicure is getting ready for a major comeback — and it’s happening sooner than you might think.
Epicure, known for helping Canadians whip up healthy meals in minutes with its popular spice blends, seasonings, and cookware, will officially relaunch this summer under new ownership.
A group of Canadian entrepreneurs, including Adam and Amir Assadkhan (founders of Magic Scoop Nutrition and co-founders of Vitasave), Kyle Vucko (co-founder of Indochino), and Amelia Warren (Epicure’s former CEO who left the in May 2024), has taken over the reins.
The new owners say they’re committed to bringing back the Epicure Canadians know and love — and keeping it Canadian-made and Canadian-led.
“For us, Epicure isn’t just a company — it’s a community,” said Adam Assadkhan. “When the opportunity came to bring it back, we knew it was one worth investing in.”
The relaunch will see Epicure’s top products made available coast to coast once again, both online at epicure.com and through select retailers.
A new affiliate program is also in the works to help rebuild the brand’s community of Ambassadors, who for decades shared Epicure products through home parties and online platforms.
The news marks a major turnaround for a company that, just a few months ago, was grappling with an abrupt shutdown after more than 30 years in business, leaving nearly 200 employees and thousands of brand ambassadors without work.
Founded in James Bay in 1991 by Sylvie Rochette, Epicure grew into a household name, especially for busy families looking for quick, nutritious meal options without artificial colours, flavours, or preservatives. It eventually expanded into a state-of-the-art facility in North Saanich and built a loyal following across Canada.
However, in January, the company announced it was closing, citing pandemic-related financial challenges that it couldn’t overcome, despite years of growth and customer loyalty.
See also:
- Epicure’s entire North Saanich food facility up for auction following bankruptcy closure
- Saanich Peninsula-based Epicure abruptly closes after three decades in business
Now, former CEO Amelia Warren — who helped guide Epicure through major expansions before stepping down last year — is back in a new role as Managing Director and equity partner.
“I’ve always believed in Epicure — in the products, the team, and especially the people who are so passionate about our shared mission,” said Warren. “When Adam and Amir invited me to return in an ownership role, I didn’t hesitate.”
With the relaunch already underway, Epicure fans can expect updates over the coming weeks, and a fresh new chapter for a brand that many Canadians were sad to see go.
More information will be available at epicure.com and on the company’s social media pages as the summer relaunch draws closer.
