08 Mar 2016 FutureLife makes a move into the fortified bread sector

FutureLife has extended its footprint into the bread sector with the launch of FutureLife Smart Bread, a move that would seem an obvious point of brand extension following its 50% purchase by Pioneer Foods, owner of the Sasko bread brand.

“Grain foods such as bread provide many nutrients that include dietary fibre, which are vital for the health and maintenance of our bodies. FutureLife Smart Bread however delivers innovation in the category by providing a multitude of nutritional benefits in the Everyday bread segment,” says David Sweidan, GM: Business & Marketing at FutureLife South Africa.

FutureLife Smart Bread is South Africa’s first and only non-GMO, low GI bread that is naturally high in energy, high in protein and omega-3, a source of dietary fibre, contains 17 vitamins and minerals as well as 19 amino acids.

“Bread is one of the few food items that is purchased by almost every household, making it a staple food for most families in the country. Moreover, a vast portion of bread is most often used in lunchboxes, and this provides a great opportunity that enables moms and caregivers to utilise Smart Bread as the foundation for providing their families with more of the nutrition they need to get through the day,” says Sweidan.

“This makes it the smartest choice of bread that the whole family can enjoy.”

FutureLife Smart Bread is available in both a Smart White Bread and Smart Brown Bread options.

“Smart Bread is an exciting new product launch for FutureLife as it is our first launch outside of the traditional category that our products have previously been in,” he adds. 

FutureLife Smart Bread is available initially in the KZN and greater north regions in most retail stores from 22 February 2016.