Futurelife is the brand that started out in KwaZulu-Natal back in 2007. The guy behind it, Paul Saad, wanted to make food that’s packed with nutrients. In 2009, they launched their first cereal. It was like a direct hit against ProNutro by Pioneer Foods.
Speaking of Pioneer Foods, they bought some shares in Futurelife in 2015. Then, fast forward to this year, PepsiCo, which now owns Pioneer Foods, took full control. So yeah, PepsiCo is the big boss now.
Futurelife is really expanding. They opened their first shop at Ocean Mall in Umhlanga. And now, they’ve got a second one in Canal Walk, Cape Town. They’re even thinking of a third one in Gauteng.
You can find a lot of FutureLife outlets. They’ve got cafes that sell coffee and Futurelife stuff like smoothies, yogurts, muffins, and oat cups. They even sell clothes with their brand name. Plus, there’s a dietician there to help you eat better and even take some basic health tests.
The CEO of PepsiCo SA, Riaan Heyl, says they’re doing this to get closer to people. They want to help their customers eat healthier and know more about what they’re putting in their bodies.
Along with this, they’re also planning to do some cooking demos and tasting sessions in the stores. So according to the company owners, it’s not just about selling; it’s also about educating people.
They recently opened a manufacturing facility. It cost them R75 million and it’s in the Dube Tradeport Special Economic Zone in KwaZulu-Natal. Futurelife is making moves and getting bigger and better.
The market capture by Futurelife is a direct challenge to other cereal brands and health food stores. If Futurelife is offering something new and different, those places might lose some customers.
Now, they also sell coffee and clothes. So cafes and clothing stores nearby could feel it too. Plus, the on-site dietician could pull people away from other health advice spots.
The reaction of African customers to this brand may vary. Some might love the idea of a one-stop shop for healthy food and advice. Others might stick to brands they already know and love.
So, Futurelife could shake things up for sure. But it’s all about whether they can win people over. We will keep an eye on how locals react to this business; it’ll be interesting!