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Bold retail strategy for South African health brand, Futurelife® United Arab Emirates, 7th December 2014: Hifa Global LLC, (“HifaGlobal”), an investor, trader and marketer with international activities in the marketing of Gold, Diamonds, Premium Diamond Jewellery & FMCG Products, today announced its entry to the functional food market with its successful launch of the Futurelife® brand in the United Arab Emirates. The brand is now stocked at a range of retailers in the UAE, througha distribution partnership with NMC Healthcare Group.
Futurelife® is a functional food company with a mission to improve the health and wellbeing of everyone by helping them to make the right nutritional choices in their daily lives. It is South Africa's first and only scientifically formulated, balanced, nutrient dense food to contain Moducare®. All Futurelife® products are also high in Energy, Protein and Dietary Fibre, and contain 25 Vitamins & Minerals, 19 Amino Acids and Omega 3+6. Mr. Hisham Mahomed, CEO of HifaGlobal LLC, commented: “Our discussions with Futurelife® began in mid-2012 with Mr. Paul Saad, owner and founder of the company based in the coastal city of Durban, South Africa. We identified a strong need for a brand like Futurelife® in the UAE and theMiddle East, being a nutrient-dense functional food. The vision of the company - ‘to improve the health and wellbeing of everyone by helping them to make the right nutritional choices in their daily lives’ - was something we admired. The fact that Futurelife® provides a complete balanced meal, high in energy, protein, dietary fiber and containing all essential vitamins and minerals, means it is ideal in solving the many health and lifestyle issues prevalent in the region.” Mr Hisham Mahomed obtained approval from local authorities in early 2013 for the Futurelife® brand to enter the UAE. The search then began to appoint a sales and distribution agent to cover the entire UAE market. After evaluating several candidates, the NMC Healthcare Group was chosen as the most suitable partner due to its strong market profile and national distribution network. As well as stocking the brand at various retailer outlets, the company is also investing in an extensive sampling strategy to ensure the brand gains extensive exposure across the UAE’s influential health and fitness communities. Shaun Harris, Managing Director of Futurelife®, observed: “We are very receptive to the idea of coming to the Middle East region because of the high drive by the UAE government and neighboring GCC countries to address the need for better health and fitness among local populations. Lifestyle diseases in the region are expected to carry a total cost of $36 billion in 2013 and are forecast to reach $68 billion by 2022, according to a Booz & Company report. Our main focus, working closely with HifaGlobal and our distribution partner NMC, is to ensure we are getting the word out there about the brand. While the UAE is a country of keen gym-goers, nutritional awareness is low. To boost awareness, we are sampling our product as much as we can, as people usually feel the difference in their health and energy levels after only three days.” HifaGlobal and Futurelife® are committed to growing the Futurelife® brand in the UAE, and will also build the brand’s presence beyond the UAE to the wider Middle East region as and when conditions are right. The company will continue to build its retail real estate in the UAE through its partnership with NMC Healthcare Group, and will explore opportunities to forge relationships with health and fitness influencers as it builds brand awareness in the UAE.
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