Happy Belly Food Group Inc. operates as a multi-branded restaurant company that engages in acquiring and scaling emerging food brands across Canada. It operates through Consumer Product Goods, Quick Service Restaurants, and Corporate segments. The company produces and sells breakfast cereal and related food products under the Holy Crap brand; and snack food products under the Lumber Heads brand through retailers, as well as online retailers and its website. It also operates various corporate quick service restaurants under the Lettuce Love, Joey Turks, IQ Foods, Pirho Fresh Greek Grill, Salus, Smile Tiger, and Rosie's Burgers names in Ontario and Vancouver; and franchisee restaurant under the Heal Wellness brand, as well as Yolks Breakfast, Via Cibo Italian Street Food, and other brand names. The company was formerly known as Plant & Co. Brands Ltd. and changed its name to Happy Belly Food Group Inc. in September 2022. Happy Belly Food Group Inc. was incorporated in 2014 and is based in Vancouver, Canada.