Pronuts, a delicious new addition in Winnipeg

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This article was published 16/06/2023 (900 days ago), so information in it may no longer be current.

The barbell at 540 Academy Rd. is weighted with doughnuts.

Michael Mayer sits across from the equipment — which is actually a wall-mounted sign — and the protein-packed doughnut display he continuously restocks.

Espresso, bubble gum, cookies and cream, chocolate-covered strawberry — all flavours are out. A family walks in; Mayer leaves his booth to serve them.

“We really do listen to our customers and see what they want,” said Norman Barairo, Mayer’s business and life partner, as Mayer retreats behind the display.

Listening to customers is how Pronuts WPG began in the first place.

Friday marks the official unveiling of its River Heights storefront.

“Considering when this started about three years ago, and to think about where we are now, it’s such a huge difference,” Barairo, 30, said.

Rewind to the beginning of the COVID-19 pandemic: Mayer had been laid off from his chef job at The Merchant Kitchen; Barairo hustled as a lab technician while his employer raced to keep up with the new virus.

The two spent many hours in their downtown apartment. Several hours were spent baking.

“He’s not a big sweet tooth,” said Mayer, 26, of Barairo.

Mayer grew up creating cakes and brownies with his grandmother. Doughnut making, however, became a new endeavour with Barairo.

“My main concern with the baking was the protein content and the sugar levels. I asked if there was a way to modify those two specific things,” Barairo said.

He’s a frequent gym-goer. Tracking protein consumption comes with the territory, he noted.

The two searched for recipes online but couldn’t find anything.

“It was a lot of trial and error,” Mayer said.

He’d throw a batch of protein powder-filled doughnuts in the oven and pull out a swampy mess. Certain powders wouldn’t bake right.

Eventually, Mayer and Barairo struck gold: some whey proteins work, as do higher protein flours, such as almond and oat flour.

The first creation, called the Pronut, involves a banana bread base, dark chocolate, peanut butter and almond flour. Fifteen grams of protein, for Barairo’s count.

“It’s everything I love,” he said.

He and Mayer shared pictures of their doughnuts on social media. Friends and family called for their own treats; thus began Pronuts.

Soon enough, after plenty of orders and new doughnut creations, Barairo and Mayer were preparing for their first Third + Bird market.

“Our first Third + Bird, we’ll never forget our first Third + Bird,” Mayer said.

The duo tried a ghost kitchen the night before the summer 2020 market, which is the largest of its kind in Winnipeg.

The equipment was new to them, and the preparation of hundreds of doughnuts loomed.

“We did not sleep,” Mayer said. “We got home at like 5:30 in the morning, sat there for five minutes, looked at each other, loaded up the truck and went straight to Third + Bird.”

Their doughnuts were a hit. They sold out, and customers spread the word online.

Pronuts signed deals with local businesses such as Mottola Grocery and Colosimo Coffee Roasters. It returned to Third + Bird for nearly 10 markets over three years.

In June of 2021, Pronuts set up a temporary shop in Popbar, a popsicle and gelato franchise in River Heights.

“Things went really well,” said Mayer.

So well that Kim Vo, the shop’s owner, figured Pronuts should permanently share the space. Now, the eatery’s counter consumes a section once covered by tables.

“In the morning, customers come in for doughnuts and brownies and muffins, and along the way, they’ll see our pops,” Vo said. “(And) when people come in for us, they notice Pronuts.”

Case in point: the family Mayer served earlier stopped and bought popsicles before gravitating to the doughnuts.

After more than a year of discussion and months of construction, Pronuts is ready for business.

Mayer treks between kitchen to counter daily, swapping samples and ideas with Vo; Barairo comes by after his other full-time job.

There are jars of protein-filled brownies and cookies to stock, and keto bagels and protein smoothies to make for hungry customers.

“(Some patrons’) first question is, ‘Can you show me the macros?’” Mayer said. “Every time we’re launching a new flavour, we need to make sure that we have all the nutritional information calculated.

“We know we’re going to get that question within the first five customers.”

Pronuts regularly sees customers with celiac disease, added Barairo. The company’s mission has morphed to offering treats to all, regardless of dietary restrictions.

Pronuts could soon be in local gyms and stores beyond Manitoba’s border, the owners said.

They’re donating 10 per cent of their total sales on opening day to the Rainbow Resource Centre.

gabrielle.piche@winnipegfreepress.com