We want to change the way people think about nutrition: Mark Bunn, MD, FUTURELIFE
FUTURELIFE, South Africa’s nutritional food brand, is now all set to retail its products in India, in partnership with well known and major sweets and snacks brand, Haldiram’s. Looking to tap into India’s growing focus on health food products, FUTURELIFE will soon announce the launch of its products for the India market.
FUTURELIFE will leverage its proprietary manufacturing process and a unique combination of essential nutrients and ingredients, in specially formulated recipes to manufacture its range of nutritionally smart food products (cereal, drinks, snacks, etc.) to deliver ‘Smart Nutrition’ to Indian families.
Also read: With IPL association, our aim is to become a generic for investing: Kavitha Subramanian
In the work from home mode for over one year now, most Indians are looking for healthier food options with higher nutritional value. Thus, the market is ripe with opportunities. However, at the same time, there are also challenges of maintaining the manufacturing operations and managing the supply and distribution side of the business amid the raging second wave of COVID-19 across the country. Lockdowns and strict restrictions are in place in almost all the states, which are posing serious challenges to businesses.
In conversation with Adgully, Mark Bunn, Managing Director, FUTURELIFE, speaks about the company’s India plans, the partnership with Haldiram’s, entering a new market in pandemic times, and more.
In the last 10 years, FUTURELIFE has had a good run in South Africa. What prompted you to enter the Indian market where there are already many local and MNC brands in the nutrition product space?
World over we are seeing an increasing preference for health foods as consumers focus more on their health and nutritional requirements. The global work-from-home phenomenon due to the pandemic has further increased the demand for such products. We are witnessing similar trends in India and see this as an important market that would be, we believe, very receptive to our range of products. We have partnered with Haldiram’s, a well-known and iconic Indian brand in this endeavour. We are looking forward to tapping into their retail network across north India and leverage their consumer understanding, which we believe will accelerate our ability to penetrate the market better.
How do you plan to position your brand and what kind of communication strategy you are looking at to hit the right audience?
We want to be recognised as a leading nutrition food company that aims to truly transform and improve the health and well-being of the people of India. We want to change the way people think about nutrition and its role in their lives. With our products, we want to inspire and help people to make nutritionally superior choices in their quest for healthier and happier lives.
Who are the core buyers for your product? What kind of TG do you plan to target?
We have seen an increasing trend across urban India with regards to better eating habits, reflecting a marked shift towards the consumption of healthier foods and beverages. The trend reflects a growing commitment to health and nutrition by the younger generation. Complementing this is also the increased willingness of young people to include more non-traditional food choices into their dietary considerations. Through our products, we want to reach out to this consumer who is aware and is looking to make healthier choices.
Is there not a disconnect between Haldiram’s and FUTURELIFE values as Haldiram’s is traditionally known for its snacks, sweets and farsan, which are not aligned to the health platform? How do you think this partnership will work for your brand?
We have seen increasing preference for healthy products in India. Complementing this is also the increased willingness of young people to include more non-traditional food choices into their dietary considerations. Haldiram’s is committed to being part of this trend and we are looking forward to tapping into their retail network across north India and leverage their consumer understanding, which we believe will accelerate our ability to penetrate the market better.
What kind of marketing goals have you set in the first year? Any expectations set for the brand to achieve in the first year?
If all goes well, we will be starting local production in the next three-four weeks of our Smart White Oats range. We would like the products to be made in India, by Indians. We have already started employing people in India. In the coming few years, we also plan to supply our products from India to the Asian subcontinent, Europe and the Middle East.
Are you looking at distribution channels beyond Haldiram’s? What are the other channels for distribution you have in mind to penetrate the market?
In the first phase of the launch, the products will be available across key states, Delhi-NCR, Haryana, Punjab, Uttar Pradesh and Himachal Pradesh. Consumers will be able to buy the products from Haldiram’s retail outlets or order online on Amazon, Flipkart, Milk Basket, Big Basket and Grofers.
How do you plan to create awareness for your brand? Are you looking at any mass media campaign to generate quick awareness?
We are working closely with local advertising agencies to create campaigns that provide consumers with education on nutrition, empowering them to make healthier choices in their daily lives. With the limitation that the global pandemic poses, we are focusing primarily at digital media investment, supporting local stores with displays and more importantly, giving our products to the people to try for free so that they can experience the benefits first hand.
For more updates & collaboration, connect us on :
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn