Inside Our Costco Canada Roadshow

This year we're doing something we've never done before: a 20-week, 10-warehouse tour through Costco locations across British Columbia, Ontario, and Quebec, handing out samples of SURGE to shoppers who, in a lot of cases, have never tried a clear protein before. Here's what that actually looks like.

Why We're Doing This

SURGE launched at Costco as a Costco-exclusive 20-sachet multipack, our first warehouse club partnership and our largest retail push to date. Clear proteins have historically only existed in whey-based formats, which leaves out the roughly 70% of people who don't digest dairy well. The goal of the roadshow is straightforward: turn a temporary sampling tour into a permanent spot on the shelf.

The Route So Far

We kicked off in Burnaby in late June, then moved through Downtown Vancouver and Langley before heading east into Ontario. Starting August 18, we'll be in Barrhaven, with more Ottawa-area stops still ahead, along with Gloucester, Montreal, and Quebec City, before wrapping in Sainte-Foy in November. Ten warehouses, roughly two weeks each, one continuous tour.

What Happens at a Demo

Our roadshow team sets up an activation table and hands out chilled SURGE in both flavours, Mango Pineapple and Summerberry Lemonade. Most conversations start the same way: "have you ever tried a clear protein?" followed by the moment someone actually tastes it and realizes it drinks like a juice, not a shake. We send our actual team members to every stop, so you're not just meeting a hired demo crew, you might run into our founders, Melissa and Edan, our creative leads, or members of our sales team.

What We're Hearing From Shoppers

The most common reaction is surprise, people expect a milky, chalky mouthfeel and get something closer to a sports drink instead. For shoppers who've given up on protein powder because it upsets their stomach, the pitch that it's dairy-free, gluten-free, and soy-free tends to land fast. It's also just a good excuse for a free sample on a Costco run, which never hurts.

The Bottom Line

A roadshow is a slow way to build a permanent listing, one warehouse and one sample cup at a time. That's exactly the point. We'd rather earn the shelf space than assume it. Find us at a Costco near you, or shop online right now.  Shop SURGE →