VIF is the story of a woman who wanted something better.
Luce Morin has been doing HYROX, strength training, and running for several years. Like many active women, she spent a long time looking for sports nutrition products that truly met her needs: not overly sweet, not designed only for male performance or weight loss, and without long ingredient lists filled with miracle claims.
She couldn't find them.
So, in 2025, after more than 30 years in business management and development, she decided to create them herself.
Products made with simple ingredients. Recipes developed alongside nutrition professionals. And one clear belief: what we consume to support our bodies should be easy to understand.
VIF was born from that idea, but also from one very real moment:
"I wanted to create a product that I could share with my daughter in the car, on the way to the gym or to school."
Sports nutrition made in Quebec, designed for women who truly lead active lives. The ones who run a 10K on Sunday morning, train for a HYROX event, or find time to work out between two meetings.
Simple, practical, enjoyable products designed to support an active lifestyle—without making it more complicated.
Because your sports nutrition should keep up with your life and reflect who you are.
Our mission: products you recognize, with results you can feel. Nothing unnecessary. Made here, for you.
Our Values
Vitality
Health changes. Energy changes too. But vitality—that feeling of being alive, active, and fully present in your body—is something you can nourish. Every day. That's why VIF exists.
Integrity
We chose every ingredient because it was the right one—not the cheapest, not the trendiest. And what goes into our products is exactly what you'll find on the label. Nothing more. Nothing less. That's our way of being honest with you.
Community
VIF was born in a gym. Not in a laboratory. Not in an office. We truly believe sports nutrition is something that's lived together—with your training partners, your family, your active community. We don't just make products. We educate and fuel people who move together.
Accessibility
Eating well around your training shouldn't be complicated or a privilege. VIF is high-quality sports nutrition that's accessible to everyone who lives an active life.