South African entrepreneur Paul Saad-led brand extends reach with new Cape Town store

Futurelife, the innovative food company under the leadership of South African entrepreneur Paul Saad, has unveiled its second store, located at Canal Walk in Cape Town, in a move that marks another milestone in its mission to revolutionize nutrition.

This new store, an all-encompassing hub, promises a wide range of food products, clothing, and access to expert nutritional advice from an on-site dietitian.

Futurelife, founded in 2007 by Saad, the brother of South African billionaire Stephen Saad, who serves as the CEO of Aspen Pharmacare Holdings, Africa’s largest drugmaker, continues to make strides in the food industry.

The company’s latest store opening is seen as a significant move to deepen its presence in the South African economy, bolstering its revenue and earnings potential while delivering value to stakeholders.

This follows the inauguration of a state-of-the-art R75-million ($4 million) manufacturing facility in the Dube Tradeport Special Economic Zone in KwaZulu-Natal, underscoring Futurelife’s unwavering commitment to product quality and accessibility.

Futurelife’s origins trace back to 2007, initially conceived as a social initiative to enhance the lives of malnourished and disadvantaged individuals in Sub-Saharan Africa. The company’s early mission revolved around producing the most nutritious products at the lowest cost, all with the utmost convenience.

Saad, the company’s CEO, assembled a diverse team of food scientists, technologists, medical professionals, and dietitians, challenging them to create an instant, great-tasting, and nutritionally balanced smart food product that could be easily prepared with water.

The resounding success of this endeavor laid the foundation for Futurelife’s Smart food cereals, introduced in 2009. In 2015, Pioneer Foods acquired a stake in the company, and more recently, the U.S.-based giant, PepsiCo, which now controls Pioneer, assumed full ownership of Futurelife.

Today, Futurelife has expanded its product line to include diverse offerings such as shakes and granola bars. The company has ventured into retail outlets, initially inaugurating its first store at Ocean Mall in Umhlanga.

The opening of the second store in Cape Town positions Futurelife to engage competitively in the retail sector, bringing its innovative offerings to a broader audience.