It’s 2017 and FUTURELIFE® has now been around for a whole 10 YEARS!! A functional food that had humble beginnings and is now a common household name. It is used by a large variety of people including athletes, people living with Diabetes and by people who want to lose, maintain or even gain weight. It is simply loved and enjoyed by children and the whole family. In this article, we focus on the heart of FUTURELIFE®, where it came from and where it is headed.
WHERE DID IT ALL START?
FUTURELIFE® was started primarily as a social project in Kwa-Zulu Natal in order to make a difference to the lives of malnourished and disadvantaged people in sub-Saharan Africa. The aim was to produce a product that was highly nutritious, but still low cost and convenient to make and consume. A team of doctors and nutritionists were put together to develop a product that would meet these requirements. And FUTURELIFE® was born! A product that provided hope for a happy and healthy “future life”1. The product proved to be incredibly popular, so it was decided to repackage it and market it available to all South Africans. Since then, FUTURELIFE® has had an impact on so many lives, from all walks of life, and continues to do so.
VISION & VALUES
Everyone needs a purpose in life which gives direction and driving force. FUTURELIFE®’s vision and purpose revolves around transforming people’s lives. We wish to improve the lives of people all over the world by making healthy, affordable foods. We are what we believe and act upon.
South Africa is the only country in Africa that allows genetically modified crops. As a result of this, 80% of white maize, 85% of soy and 98% of cotton is genetically modified (GM)2. At FUTURELIFE®, the same things that matter to you matter to us. It’s why we’re always looking for ways to improve and deliver on our promises to our consumers.
In 2013, it came to our attention that customers were concerned about the GMO status of their favourite FUTURELIFE® products. In response to this, we worked to develop a comprehensive manufacturing and storage plan to secure the NON-GMO status that FUTURELIFE® fans have come to enjoy.
All products manufactured in our factory since July, 2013 are certified NON-GMO.
The founder and CEO of FUTURELIFE®, Paul Saad said “It has been my dream that the benefits of FUTURELIFE® can be enjoyed by millions of people around the world for a better future life”. Though FUTURELIFE® has supported many charities in South Africa and served over 9.2 million meals. The FUTURELIFE® Foundation Trust was officially established as a non-profit organisation in October 2014.
The purpose of the Foundation is to enhance broad-based community development, particularly for the benefit of children at non-fee-paying schools, vulnerable groups in society, and to support projects that promote sustainable livelihoods in areas where such non fee-paying schools exist. We provide assistance to such communities to ensure their children’s healthy development of physical, educational and social needs1.
For more information on the FUTURELIFE® Foundation, please visit: http://www.futurelifefoundation.co.za/.
As you may remember, FUTURELIFE® started out with one product, FUTURELIFE® Smart food™. This was a hit with people of all ages! We then branched out, creating different products to meet different needs. We now have a range of powdered products that can be used as meal replacements or snacks. We have also launched into bars and drinks, bringing out the FUTURELIFE® SmartBars and the FUTURELIFE® Smart Drink™.
In 2015, FUTURELIFE® merged with Pioneer Foods, a great step that allowed the brand to extend even further. Since then, we have launched the much loved FUTURELIFE® Smart Bread™ and the FUTURELIFE® Smart Fibre™ 2in1.
WHAT DOES THE FUTURE HOLD FOR FUTURELIFE®?
FUTURELIFE® is constantly working to bring out new products which provide functional benefits to meet the needs of different people. We have a team of dieticians researching all the latest trends and advising what products to bring out as well as what ingredients to use. We have an amazing team of food scientists who take this information and formulate the product. Science-based evidence thus forms the foundation of our product development. The sky is the limit and we look forward to what the future holds!