27 Mar 2014 Clover and Futurelife will jointly launch functional beverage

“Futurelife is a nutrition functional foods group and we foresee big growth in this market. We will be launching a ready-to-drink version of Futurelife, with other variants following later. Clover will be in charge of production, sales, distribution and merchandising,” said Johann Vorster, CEO of Clover, while recently announcing the group’s annual results for the six months to December last year.

“In the global market functional foods have achieved big success because these types of products cut across all segments and are enjoyed by athletes, working persons, older and younger people alike,” he added.

 “In regards to breakfast and healthy foods, people are looking for quick, convenient solutions that offer health benefits,” said Paul Saad, CEO of Futurelife in a statement released last year when Futurelife made the move to non-GMO products.

He believes South Africans from all LSM are becoming increasingly health conscious.

“GMO is becoming a major concern to a growing number of consumers. Gluten free is another big buzz term that people are becoming more aware of. Overall understanding that what you eat directly affects your life and lifestyle is a growing factor in South Africa, even amongst lower LSM groups,” said Saad.

“The market for enhanced or functional foods continues to grow in line with consumers greater awareness of the need for health and wellness. As a global trend, consumers are navigating wellness with greater depth of knowledge,” he added.

Futurelife has declined to comment about the partnership with Clover and new products until their launch.