Futurelife expands into UAE

Shaun Harris, MD of Futurelife

"Through the show, we established solid connections with local manufacturers and distributors that will grow the brand in the region," says Shaun Harris, MD of Futurelife.

He adds the market for enhanced or functional foods and beverages continues to grow in step with changing consumer health and wellness lifestyles. As an overall global trend in functional food and beverage consumption, consumers are navigating wellness with greater breadth and depth of knowledge and there is a keen focus on 'clean, real foods'. "Consumers in the UAE are no different and we are hoping to meet these consumer demands through our products that contain significant health properties."

In addition to providing a versatile and nutritionally dense product to consumers, its products also have potential to be used for food aid. "We are already working with organisations such as the Red Crescent in the UAE to get food aid to the areas that need it most. We believe that there is potential for the brand's growth in the UAE from a consumer retail and food aid perspective."

Functional food - non-GMO

The R200 million per year company has gained the reputation of a credible health brand, demonstrating growth of over 100% in the last four years. Perceived often as a brand in the cereal category, it has pioneered a new category, called functional foods - a term used to describe food that beneficially affects one or more target functions in the body beyond adequate nutritional effects.

The company is seen to be leading the field of functional foods in South Africa in a number of respects, in particular product innovation. It has developed South Africa's first low GI energy meal to contain clinically tested Moducare and immune supplement, and recently pioneered the way in non-GMO products.

"Having established a good foothold in the South African market, we have solid plans to grow our footprint into other markets as well," concludes Harris.