Happy Belly's HEAL Wellness QSR Brand Enters 4th Province in Canada with Signing of a 10-Unit Area Development Agreement in The Province of Saskatchewan.

Rhea-AI Summary

Happy Belly Food Group (CSE: HBFG) (OTCQB: HBFGF) has signed a 10-unit area development agreement for HEAL Wellness in Saskatchewan, marking its entry into the fourth Canadian province. This agreement expands HEAL's total committed units to 110 locations across various stages of development.

The company has appointed Stephen Travers as Area Developer for Saskatchewan, leveraging his 22-year QSR experience and track record of developing over 165 QSR restaurants. Travers, who previously worked with brands like Extreme Pita and Mucho Burrito, will lead the expansion in the region.

Happy Belly currently has 456 contractually committed retail franchise locations across all its emerging brands portfolio, including those in development, under construction, or already operational. The company plans to accelerate its expansion plans throughout 2025 and 2026, focusing on strategic growth in the Health and Wellness QSR sector.

Positive

• Expansion into fourth Canadian province with 10 new franchise locations
• Total committed units for HEAL brand reached 110 locations
• 456 total contractually committed retail franchise locations across all brands
• Secured experienced Area Developer with proven track record of 165+ QSR developments

Negative

• None.

News Market Reaction – HBFGF

-1.16%

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-1.16% News Effect

On the day this news was published, HBFGF declined 1.16%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Toronto, Ontario--(Newsfile Corp. - February 24, 2025) - Happy Belly Food Group Inc. (CSE: HBFG) (OTCQB: HBFGF) ("Happy Belly" or the "Company"), a leading consolidator of emerging food brands is happy to announce that, as of February 23^rd, 2025 it has signed an area development agreement for the province of Saskatchewan to open 10 new franchised locations of Heal Wellness ("Heal"), a fresh smoothie bowls, acai bowls, and smoothies quick serve restaurant ("QSR").

HEAL Wellness 1

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"The Health and Wellness sector is one of the most dynamic and rapidly expanding areas in the QSR industry, and today's announcement is a statement of Happy Belly's commitment to our growth plans for Heal across North America. Our ultimate goal is to establish this brand as a category leader in North America so we are well on our way. With Saskatchewan now becoming the fourth province to sign an Area Development agreement for Heal Wellness, our brand's total units with Area Developers and franchisees have reached 110, with several already open, under construction, or secured through franchise agreements and we plan on further accelerating our committed expansion plans in 2025." said Sean Black, Chief Executive Officer of Happy Belly.

HEAL Wellness 2

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"We remain dedicated to delivering shareholder value through a disciplined approach to both organic and inorganic growth that has never been experienced before by any QSR consolidatory in Canada. By leveraging our franchising expertise and strategic roadmap, we are quickly positioning Heal as Canada's leading national smoothie and acai bowl chain. Our Area Developer, Mr. Stephen Travers, is one of the best professionals I've ever worked with and an expert in brand development across Central and Western Canada. We worked together at Extreme Brandz, MTY Group, Crave It Restaurant Group and so far at Happy Belly Food Group we are loving working together again. This achievement marks a significant milestone for both Heal and the Happy Belly team as we accelerate our growth plans across North America. Stephen's proven expertise is a vital component of our success, enabling Happy Belly to sustain its rapid franchise expansion."

HEAL Wellness 3

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"We currently have 456 contractually committed retail franchise locations from area developers across all emerging brands in the Happy Belly Food Group portfolio including those in development, under construction or already open. We are working to actively expand this pipeline significantly in 2025 & 2026 with our disciplined approach to growth. It is key for us to continue selecting the right franchise partners along with the right real estate in order to achieve our development goals for the brands."

We are just getting started

Area Developer
We have signed with experienced Stephen Travers as our Area Developer in Saskatchewan. Stephen was the 1^st Extreme Pita Franchisee ever, and later the 1^st ever Area-Developer for Extreme Pita, Mucho Burrito and Via Cibo. He has over 22 years of QSR experience and an impressive track record of developing brands quickly in Western Canada. Stephen has developed over 165 QSR restaurants and has delivered for us time and time again as we built our previous brands.

Franchising
For franchising inquiries please see www.happybellyfg.com/franchise-with-us/ or contact us at hello@happybellyfg.com.

About Happy Belly Food Group
Happy Belly Food Group Inc. (CSE: HBFG) (OTCQB: HBFGF) ("Happy Belly" or the "Company") is a leading consolidator of emerging food brands.

Happy Belly Food Group

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Sean Black
Chief Executive Officer

Shawn Moniz
Chief Operating Officer

FOR FURTHER INFORMATION, PLEASE VISIT:
www: www.happybellyfg.com or email hello@happybellyfg.com
If you wish to contact us please call: (604) 737-2303

Neither the Canadian Securities Exchange nor its Regulation Services Provider (as that term is defined in the policies of the Canadian Securities Exchange) accepts responsibility for the adequacy or accuracy of this press release, which has been prepared by management.

Cautionary Note Regarding Forward-Looking Statements

All statements in this press release, other than statements of historical fact, are "forward-looking information" with respect to the Company within the meaning of applicable securities laws. Forward-Looking information is frequently characterized by words such as "plan", "expect", "project", "intend", "believe", "anticipate", "estimate" and other similar words, or statements that certain events or conditions "may" or "will" occur and include the future performance of Happy Belly and her subsidiaries. Forward-Looking statements are based on the opinions and estimates at the date the statements are made and are subject to a variety of risks and uncertainties and other factors that could cause actual events or results to differ materially from those anticipated in the forward-looking statements. There are uncertainties inherent in forward-looking information, including factors beyond the Company's control. There are no assurances that the business plans for Happy Belly described in this news release will come into effect on the terms or time frame described herein. The Company undertakes no obligation to update forward-looking information if circumstances or management's estimates or opinions should change except as required by law. The reader is cautioned not to place undue reliance on forward-looking statements. For a description of the risks and uncertainties facing the Company and its business and affairs, readers should refer to the Company's Management's Discussion and Analysis and other disclosure filings with Canadian securities regulators, which are posted on www.sedarplus.ca.

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/242051

FAQ

How many new HEAL Wellness locations will open in Saskatchewan under the HBFGF development agreement?

The area development agreement for Saskatchewan includes 10 new franchised locations of HEAL Wellness.

What is the total number of committed units for HEAL Wellness brand as of February 2025?

HEAL Wellness has reached 110 total units with Area Developers and franchisees, including locations that are open, under construction, or secured through franchise agreements.

How many total franchise locations does Happy Belly Food Group (HBFGF) have committed across all brands?

Happy Belly Food Group has 456 contractually committed retail franchise locations across all its emerging brands portfolio, including those in development, under construction, or already open.

Who is the Area Developer for HEAL Wellness in Saskatchewan under HBFGF?

Stephen Travers, who has over 22 years of QSR experience and has developed over 165 QSR restaurants, is the Area Developer for Saskatchewan.

How many Canadian provinces does HEAL Wellness now operate in under HBFGF?

With the addition of Saskatchewan, HEAL Wellness now has area development agreements in four Canadian provinces.