Behind many a great company is a story about how they got started. FUTURELIFE®’s journey is no different.
Through his experience in the food manufacturing business and exposure to the plight of malnourished and disadvantaged people in sub-Saharan Africa, entrepreneur Paul Saad identified a need to develop the most nutritious and affordable product. It had to taste great by just adding water and was to contain the highest-quality ingredients.
With his vision intact, Saad established a research team comprising doctors and nutritionists who took two years to develop a product that offered so many benefits to help people lead a healthy “future life”. In 2008 the company FUTURELIFE® was established in Durban.
Since then, FUTURELIFE® has become one of the fastest growing and credible health brands in South Africa’s functional food market, offering a variety of food products that transcend consumer demographics. They are enjoyed by consumers ranging from top Olympians, to families, recovering patients and factory workers.
The market for enhanced or functional foods continues to grow in line with consumers’ greater awareness of the need for health and wellness. As a global trend, consumers are navigating wellness with greater depth of knowledge. Heeding the call from South African consumers to manufacture products from non-genetically modified organisms (NON-GMO), FUTURELIFE® was the first company in the functional food market in South Africa to make the move to NON-GMO products.
Futurelife®’s growth of 107% (in excess of the cereal category average of +7%), further highlights consumer demand for these types of health products.
The company’s vision is to improve the lives of people all over the world by making healthy, affordable foods. Saad’s uncompromising belief in the power of healthy food has been the driving force of FUTURELIFE® since inception and remains as strong today.