The Rise of Winnipeg’s Tantalizing Food Scene

Delicious new addition in Winnipeg: Pronuts are doughnuts with a twist

By: Gabrielle Piché

Posted: 2:00 AM CDT Friday, Jun. 16, 2023

A new high-protein doughnut shop in Winnipeg is capturing the attention of food enthusiasts and health-conscious individuals alike. Pronuts WPG, located on Academy Road in River Heights, offers a unique twist on the traditional doughnut by incorporating a focus on protein and healthier ingredients. Owners Michael Mayer and Norman Barairo have created a range of delicious and nutritious doughnut flavors that cater to a variety of dietary restrictions. Pronuts has quickly gained popularity and is now considering expanding outside of Manitoba.

Listening to customers: The birth of Pronuts WPG

The story behind Pronuts WPG begins with Michael Mayer and Norman Barairo’s desire to create a healthier version of the classic doughnut. After being laid off from his chef job at The Merchant Kitchen due to the COVID-19 pandemic, Mayer spent many hours experimenting with doughnut recipes in his downtown apartment. Barairo, a frequent gym-goer, wanted to ensure that the doughnuts they created had high protein content and lower sugar levels.

Mayer and Barairo embarked on a trial and error process, searching for the right combination of ingredients that would maintain the taste and texture of a doughnut while providing the desired health benefits. After much experimentation, they developed the first creation called the “Pronut,” which features a banana bread base, dark chocolate, peanut butter, and almond flour. With 15 grams of protein, it satisfied Barairo’s protein requirements and became an immediate hit with customers.

From home-baking to market success

With positive feedback from friends and family, Mayer and Barairo began taking on orders and sharing pictures of their doughnuts on social media. The demand grew, leading them to participate in their first Third + Bird market in the summer of 2020, Winnipeg‘s largest market of its kind. The duo faced a daunting task of preparing hundreds of doughnuts, but their hard work paid off as they sold out and gained a loyal following.

Word of mouth continued to spread, and Pronuts signed deals with local businesses such as Mottola Grocery and Colosimo Coffee Roasters. In June of 2021, Pronuts set up a temporary shop in Popbar, a popular popsicle and gelato franchise in River Heights. The success of this venture led to permanent collaboration with Popbar, where Pronuts now occupies a section of the store’s counter.

Expanding and catering to all

After more than a year of discussions and months of construction, Pronuts is now ready for business. The owners, Mayer and Barairo, are committed to providing treats that cater to all dietary restrictions. This inclusivity is particularly significant as Pronuts regularly serves customers with celiac disease.

Looking towards the future, Mayer and Barairo have expressed their intentions to expand Pronuts beyond the borders of Manitoba. They have already garnered attention from local gyms and stores that are interested in carrying their high-protein doughnuts.

In addition to their passion for creating delicious and nutritious treats, Pronuts is also dedicated to giving back to the community. For their opening day, they donated 10 per cent of their total sales to the Rainbow Resource Centre, a local organization that supports the LGBTQ+ community.

Editorial: Blending indulgence with health-consciousness

Pronuts WPG is a testament to the evolving preferences of consumers who seek healthier alternatives without compromising on taste. With their innovative approach to crafting doughnuts with higher protein content and lower sugar levels, Pronuts has successfully tapped into a niche market.

The rise of Pronuts reflects the changing landscape of the food scene in Winnipeg and beyond. People are becoming more aware of the impact of their dietary choices on their overall well-being. This shift is exemplified by the increasing demand for nutritious and satisfying options, even in indulgent treats like doughnuts.

Mayer and Barairo’s dedication to listening to their customers’ needs and crafting doughnuts that cater to a variety of dietary restrictions is commendable. By utilizing healthier ingredients and offering a wide range of flavors, Pronuts has created a space where everyone can enjoy a guilt-free indulgence.

Advice: Embracing the balance

As Pronuts gains popularity and expands its reach, it serves as a reminder that indulgence and health-consciousness can coexist harmoniously. It is important for individuals to embrace a balanced approach to their food choices, recognizing that occasional indulgence can be part of a healthy lifestyle.

When it comes to making food choices, consider seeking out options that not only satisfy your cravings but also provide nutritional value. Exploring innovative creations like Pronuts allows you to enjoy the pleasures of indulgence while also taking care of your overall well-being.

Supporting local businesses like Pronuts WPG also contributes to the growth and vibrancy of the community. By choosing to patronize establishments that prioritize quality, innovation, and inclusivity, individuals can make a positive impact on the local economy while enjoying unique culinary experiences.

In conclusion, Pronuts WPG stands as an example of how entrepreneurship and culinary creativity can shape the food scene and meet the changing demands of consumers. It invites us to reimagine our relationship with indulgent treats and embrace the possibilities offered by a more health-conscious approach to dining.