img_corporate_smartfxSMARTfx enjoys unsurpassed brand loyalty among consumers of all ages from coast to coast. Founded in 1996, the innovative family of award-winning SMARTfx products began with one beverage formula called Original. In 2003, SMARTfx launched an oxygenated distilled water named H2O, true to the company’s innovative, leading-edge status in the natural refreshment category. The fresh, natural-themed SMARTfx trademark brand represents an unconventional yet high-quality and deliciously revitalizing product. The distinctive logo and packaging have played a large part in motivating discerning consumers to seek it out and ask for it by name. SMARTfx beverages and SNAX have earned that status due to a look, feel, taste, and quality that remains new, evoking natural goodness and appealing taste in a simple presentation that allows its makers to offer premium products at a reasonable price.

Future growth

In 2003, SMARTfx was on the threshold of a major milestone in its dynamic history. While Toronto, Canada will remain the International Headquarters for SMARTfx, the company has established a U.S. base in Los Angeles, California. SMARTfx is well received in the U.S., while the US $7 billion alternative beverage market, and the burgeoning US $500 million natural snacks market hold the key to unlocking the true potential of SMARTfx to establish itself as a North American household name.

Acknowledged as a truly smart alternative ‘for vital minds and active times’ by consumers, the media, and the food and beverage industry, SMARTfx is a success story on many levels. Due to truly original products and flavors, a well-thought-out distribution strategy, and a highly cost-conscious management style, few Canadian food and beverage businesses can claim as steady a build of the brand, or as solid a foundation for future growth. Indeed SMARTfx is consistently featured in industry write-ups announcing the coming of a new age in North American foods and beverages, and the company has become known in the business as a vocal advocate of the manufacturing of natural products in Canada.

In 2010, the year transformation of SMARTfx began under new management. Focus groups were run to determine what consumers wanted in health and wellness drinks.  We started with health-conscious and sports-minded consumers, teenagers, university students, seniors, executives, and stay-at-home moms.

With inputs from these groups the SMARTfx R&D team, under the leadership of Mr. Shanti and supported by physicians, food technologists, nutritionists, dieticians, a water scientist, and a toxicologist, started working on the new formulation with health benefits using the best commercial available ingredients and with a focus on improved taste and better health benefits.

In 2015 the new SMARTfx Health and Wellness Beverages were launched.  Consumer health trends had yet to catch up to the brand so instead of launching at the retail level, we decided to bring the product to actual consumers where they worked, played, and lived.

During this time we gathered consumer feedback and, with this in hand, the R&D team continued to improve the formulation for both greater health benefits and taste.  

Then came the Covid pandemic which allowed the company to have more time to focus on R&D.

Just as we were about to launch once again with a fresh simplified image and improved taste and health benefits we met with Niagara College’s Food and Beverage Innovation Centre.. Their research team was impressed with the company’s vision, focus on health, and the progress that was made.

The Food & Beverage Innovation Centre then got approval to utilize a grant from the Natural Sciences and Engineering Research Council of Canada  (NSERC) to conduct further R&D.

Thus pushing the relaunch of SMARTfx Health and Wellness Drinks with a new simplified, attractive look and feel, lightly carbonated with a wow taste, and with great health benefits,  to 2024.  

The SMARTfx line of beverages is now unique, multifunctional, next-gen, Natural Health and Wellness drinks.

SMARTfx has been a groundbreaking beverage brand since 1996.

After 27 years, our formulation teams have learned how to make an incredible beverage.

Today we think we may have developed the most revolutionary nutritional beverage on the market.

Product Research & Development

SMARTfx Original and the family of all-natural products that followed its lead were created by instinct – a strong personal connection to consumer trends that was researched and anticipated by a core group of committed leaders. Beyond imagining the formula for the juice-based drinks, the SNAX, and H20, the makers of SMARTfx have become experts and advocates in alternative foods and beverages, as well as leaders in effective grass-roots marketing – a proven strategy that is increasingly popular among even the most established North American corporations, from cars to banking.

Innovations, including recipe ideas and promotional items, are conjured by other stakeholders as well. Ideas are generated by everyone from sales agents, to consultants, to management and investors, along with industry professionals, refined by those closest to the end consumer.

SMARTfx has a strong network of relationships with suppliers for sourcing the very particular raw materials and ingredients that have resulted in award-winning products and that ensure the quality and viability of future creations.

Product safety and quality are guaranteed and meet all Health Canada requirements, and those of the Federal Department of Agriculture in the U.S. All labeling in Canada is bilingual and includes nutritional facts.

Tastes Good, Looks Good

Jump-at-you graphics and colors echo throughout items that support sales agents and retailers in creating a SMARTfx world of in-store advertising, including tent cards, shelf poppers, vinyl cooler and floor stickers, posters, display units, and vehicle graphics.

Consumer consciousness of SMARTfx is also very successfully raised through high-energy in-store demos conducted by sales and/or demo agents. Demos are a key activity for gaining new fans, and giving a pat on the back to the already converted for choosing SMARTfx as their daily alternative to typical sugar-based beverages.

Further heightening awareness of the much-loved SMARTfx brand, a line of colorful, high-quality fabric apparel is available by order through the SMARTfx website at Men’s and ladies’ t-shirts, polo shirts, fleece vests, caps, and jackets are true to the company’s vision of attractiveness through goodness.

Sales Marketing and Distribution

SMARTfx – made with added herbal, functional ingredients and superfoods for energy and vitality — was founded on the premise that an entirely new product was needed in the market to fulfill the growing consumer demand for healthier alternatives to sugar, sodium, and chemical-laden refreshments. It was thought that for such products to truly make inroads across Canada and beyond, they would need to be marketed through a self-serving distribution system that ensured a complete focus on their uniqueness and quality. A small number of dedicated sales, management, and business professionals have lived and breathed life into this concept through sheer will and an uncompromising determination to see it succeed by pounding the pavement daily for the past years to place SMARTfx beverages and SNAX in thousands of key accounts, high-visibility community events and functions, and major organizations. A group of equally committed entrepreneurs and creative professionals form the core advisory team that helps sustain the company’s vision of establishing a classic institution of the future, which is sure to reap not only financial but also life-enhancing rewards.

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