Through his experience in food manufacturing and exposure to malnourished and disadvantaged people in sub-Saharan Africa, entrepreneur Paul Saad identified a need to develop a nutritious, instant, long life product that tastes great and could simply be mixed with water.
With this vision in mind, Saad, along with FUTURELIFE®, 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”.
The result was a product with 55 essential nutrients in a tasty convenient, powdered format. To this end, the company FUTURELIFE®was established in 2008.
Since then, FUTURELIFE®has become one of the fastest growing and credible health brands in the Functional Food market in South Africa, offering consumers a variety of affordable, everyday Functional Foods that deliver convenience, taste and powerful health benefits. Whilst many people assume FUTURELIFE®Smart Food™ is a breakfast cereal because it is sold in the breakfast isles of retail stores, the product is actually a “meal” that can be consumed at any time of the day, including breakfast.
Consumers of FUTURELIFE®products range from professional sportsmen like Chad le Clos, Bernard Parker as well as national sports teams to everyday families, diabetics and recovering patients. It has become the modern cereal or health food of choice amongst its consumers. A great example of the products’ impact was at the 2012 Olympic Games, where five of the six gold medals that South Africa won were from athletes that used FUTURELIFE®as the main and key source of nutrition before and after training.
With more and more consumers becoming increasingly aware of the importance of leading a healthy lifestyle, consumers are interested in the health and nutritional benefits of various foods. This has created a substantial global market for Functional Foods, but with Functional Foods being a fairly new concept in South Africa, FUTURELIFE®is committed to entrenching this new category in South Africa and educating consumers on its benefits.
FUTURELIFE®products are NON-GMO Functional Foods that offer additional benefits beyond basic nutritional requirements in a way that has been shown to improve health and well-being and reduce the risk of disease. FUTURELIFE®is also low GI and is free from gluten, wheat, lactose, trans fatty acids and cholesterol. The products are made from natural whole grain (maize and soya) and are high in natural energy, protein and dietary fibre with 13 added vitamins, minerals and OMEGA 3 as well as immune supplement, MODUCARE which is supplied under licence from Aspen Pharmacare.
The FUTURELIFE® range currently consists of: FUTURELIFE® High Energy Smart Food™; FUTURELIFE® High Protein Smart Food™ ; FUTURELIFE® Zero Smart Food™; FUTURELIFE® Crunch; FUTURELIFE® Smart Food™ for KIDS as well as the new FUTURELIFE® SmartBars® Range.
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Note to the editor:
Initially born out of a desire to help disadvantaged people to eat more nutritious food and to offer them a chance of a happy and healthy ‘future life’, the brand FUTURELIFE® has become one of the fastest growing and most credible health brands in South Africa.
From very humble beginnings, FUTURELIFE® has over the past four years grown into South Africa’s fastest growing health brand providing all-in-one health food products used by anyone who values their health and aspires to be healthy. The customer base is very diverse from a professional sportsman to diabetics and everyday individuals and families.
The secret to the success of FUTURELIFE® lies in the fact that they are designed to offer “convenient health” all-in-one products that are nutritionally complete and balanced, can be enjoyed as a meal or a shake and tastes great without the need to add any further sugar. The products mix instantly in liquid and due to the growing trend of moving away from milk, it has been specially designed to taste great by just adding water.
Futurelife® is also seen to be leading the field of functional foods in South Africa in a number of respects, in particular product innovation. FUTURELIFE® developed South Africa’s first Low GI energy meal to contain clinically tested Moducare®, a daily immune supplement under licence from Aspen Pharmacare, and pioneered the way in Non GMO products in the functional food market.
The FUTURELIFE® range currently consists of: FUTURELIFE® High Energy Smart Food™; FUTURELIFE® High Protein Smart Food™ ; FUTURELIFE® Zero Smart Food™; FUTURELIFE® Crunch; FUTURELIFE® Smart Food™ for KIDS as well as the new FUTURELIFE® SmartBars® Range