call from consumers to manufacture products free from genetically modified
organisms (GMO), Futurelife ® is the first company in the functional food
market in South Africa to make the move to GMO free products.
of GMO has sparked debate globally and in South Africa. The World Health
Organisation (WHO) and the European Food Safety Authority have approved the use
of the genetically modified seeds that are grown in South Africa. Furthermore,
according to WHO reports on food safety, GM foods currently available on the
international market have passed risk assessments and are not likely to present
risks for human health. There are however consumers that believe the contrary.
regarding the merits of GM versus non-GM is a complex one and we do not profess
to be experts in this area. However, we do stand by our customers and what they
want out of our products,” says Paul Saad, CEO of Futurelife ®.
for enhanced or functional foods and beverages continues to grow in step with
changing consumer health and wellness lifestyles. As an overall global trend in
functional food and beverage consumption, consumers are navigating wellness
with greater breadth and depth of knowledge and there is a keen focus on "clean, real foods".
“As we are
a respected and credible health and lifestyle company, consumers hold us to a
higher standard and we felt it important to satisfy our customers’ needs. We
are therefore fulfilling our pledge to go GMO free, thereby offering our
customers a choice,” says Saad.
GMO free raw materials
As of 1
July 2013, products manufactured in the Futurelife ® factory are being produced
from GMO free raw materials. Two of the main raw materials in Futurelife ®
products are Maize and Soya and according to Futurelife ®, there is no difference
between the GM and GM free raw materials in terms of taste and nutritional
to Saad achieving GMO free status in South Africa is an enormously complex task
as the country is not set up for this. “In order to guarantee we are GMO free
we need to ensure that a number of procedures are in place and tests are
conducted regularly,” says Saad (further details of the process is available on
Furthermore, non-GM raw materials are more expensive than their GM counterparts but despite
this on-cost, Futurelife ® has taken the decision not to increase its prices.
As part the
retail distribution process, it will be approximately three months before
consumers will see the GMO free products on shelf, which will be clearly
labelled. The Futurelife ® range currently consists of Futurelife® SmartFood,
Futurelife® High Protein SmartFood, Futurelife SmartFood for Kids and
Futurelife® Crunch, which are available in most leading retailers, including
Pick 'n Pay and Woolworths as well as Dis-chem and Clicks outlets.
(Press Release from Futurelife)