04/18/2025
April 17, 2025
Epicure Relaunches Under New Canadian Ownership, Led by Proven Entrepreneurs
Beloved “good food, real fast” brand returns with trusted products, a reenergized vision, and a commitment to remaining proudly Canadian-made and Canadian-led
VANCOUVER, April 17, 2025 — Epicure, the iconic Canadian brand known for helping families prepare high quality, delicious meals with everyday convenience, is entering a bold new chapter. Acquired by a passionate group of Canadian entrepreneurs, Epicure is preparing to relaunch with a renewed commitment to its values, community, and made-in-Canada roots.
The new ownership includes Adam and Amir Assadkhan, founders of Magic Scoop Nutrition and co-founders of Vitasave; Kyle Vucko, co-founder of Indochino; and Amelia Warren, the former Epicure CEO who helped lead the company through decades of product growth and brand expansion. The group emerged as the successful bidder for Epicure’s assets, driven by a clear vision and deep passion for the brand’s future.
“Through our 2024 partnership, we came to know Epicure not just as a company, but as a community,” says Adam Assadkhan, Managing Director of Magic Scoop. “The people behind the brand — its Ambassadors, customers, and employees — left a lasting impression. When the opportunity arose to bring this brand back to life, we knew it was one worth investing in.”
Bringing Back the Products Canadians Know and Love
The team is already working with Canadian manufacturers to reintroduce Epicure’s most-loved products, making them available coast to coast via epicure.com, select retailers, and a robust affiliate program.
Epicure’s success over nearly three decades has always been driven by its passionate Ambassadors and loyal customer base. This community remains central to the brand’s relaunch and future.
“We believe in Epicure’s mission to deliver good food, real fast — and in the value it brings to millions of Canadians,” says Amir Assadkhan. “We’re committed to honouring that legacy while building a stronger, more innovative company that extends this mission into the future.”
Returning to Re-Build: Amelia Warren Rejoins Epicure
After stepping down as CEO in May 2024 due to strategic differences with the former board, Amelia Warren worked closely with the new leadership to ensure a smooth transition and, at the company’s request, retained the CEO title given her connection with the community. While her formal involvement in operations, decision-making, and governance had ended, she continued to support Epicure’s ambassadors at public and corporate events.
Today, she returns as Managing Director and equity partner, ready to help rebuild the brand she helped shape and reignite the community that has always inspired her.
“I’ve always believed in Epicure — in the products, the team, and especially the people who are so passionate about our shared mission,” says Warren. “This brand fills a real need in the market, and it has always held a big place in my heart. When Adam and Amir invited me to return in an ownership role, I didn’t hesitate. It feels deeply meaningful to be offered my first equity stake in the company I helped build. I have immense respect for my new partners, and together, we’re ready to re-found Epicure and bring clean, convenient food to even more Canadians.”
With relaunch plans already underway, more details will be shared in the coming weeks. For updates, visit epicure.com and follow Epicure on social media.
About Magic Scoop Nutrition
Magic Scoop Nutrition Inc. is a Vancouver-based company committed to providing premium nutritional products that support a healthy lifestyle. With a focus on innovation and quality, Magic Scoop offers a convenient all-in-one greens supplement designed to enhance overall well-being.
About Epicure
For close to 30 years, Epicure has been Canada’s go-to brand for simple and healthy meals. Millions of Canadians have experienced Epicure’s clean, gluten and allergen free meal kits, seasonings and dips. Epicure’s innovation and customer-focused approach has allowed the company to achieve an industry leading Net Promoter Score of 91. Recently acquired by a group of leading Canadian entrepreneurs
Epicure will be relaunching in Summer 2025.
Media Contact: media@magicscoop.com
Beloved “good food, real fast” brand returns with trusted products, a reenergized vision, and a commitment to remaining proudly Canadian-made and Canadian-led
