What happened to Epicure and where can I get the products now?

Two questions I receive, a lot.

  1. I thought Epicure went out of business?
  2. How can you sell both Epicure and A Spice Affair, since one cannot be affiliated with both?

Epicure 1.0

First, yes, the original company Epicure, based in Saanich, B.C., did fold in January 2025. It was abrupt, totally out of the blue, and left the company’s “ambassadors” high and dry and owed millions in unpaid commissions. It was horrible for those ambassadors who had spent years building their organizations, many of whom had households that had come to depend on that source of income.

It caught loyal customers off guard too, leaving many to frantically search for replacement products they and their families with specific dietary requirements had come to rely upon.

The company’s demise has been attributed to several factors:

  • changing consumer buying habits,
  • a declining interest in the home demonstration model by younger women, resulting in a lack of growth in new ambassadors,
  • a plateauing in the number of ambassadors because of market saturation,
  • a costly expansion into the U.S. market, which incurred further costs when U.S. warehousing was subsequently consolidated in Canada,
  • post-COVID supply chain challenges
  • internal strife between the company founder, Sylvie Rochette, the board of directors, and senior management.

So, in brief, revenue was declining as costs were increasing. Never a good situation.

The appointed trustee in backruptcy sold inventory and assets to realize as much cash as possible to satisfy creditors. Sadly, the ambassadors were last on the list of people owed money and so they received nothing.

Epicure 2.0

The trustee also auctioned off the firm’s intellectual property, including the name and logos and, most importantly, the formulations for Epicure products.

A new company, also called Epicure (affectionately referred to as Epicure 2.0) secured those IP rights. The buyer group include Adam Assadkhan and Amir Assadkhan, the brothers behind Magic Scoop; Amelia Warren, the former CEO and the daughter of founder Rochette; and her husband Kyle Vucko, founder of menswear company Indochino.

In September 2025, the company relaunched with a limited product lineup and a new affiliate marketing program to replace the old multilevel ambassador model.

As of one year later, the company seems to be going strong with about 50 relaunched products and announced plans for 10 more to be available by the end of the year.

Affiliated with Epicure, not with A Spice Affair

You can get more details about my business model in an earlier post. However, I want to be clear that I am a current Epicure affiliate. I am not an affiliate representing A Spice Affair or any other of the brands I offer in my shop.

As you can see in the chart below, I started sourcing A Spice Affair (ASA) from liquidation sellers such as Winners and HomeSense in February 2025, about the same time I purchased Epicure inventory from the bankruptcy trustee’s online sales and liquidation auction. Today, I am also able to buy ASA products in volume, direct from that Montreal-based spice blender and via wholesalers.

If you have any other questions for me, just reach out using the Contact form or the Chat button on the store site. I read every one and try to answer as quickly as possible.