Smul: The New Proudly South African Plant-Based Healthy Food Range

Smul. A bowl of oatmeal with berries and a glass of milk

Smul is the new healthy food brand in South Africa that makes healthy conscious living easy. This delicious range of tasty, nutritious, ready-to-eat, plant-based meals and snacks for any meal throughout the day.

Smul. A bowl of oatmeal with berries and a glass of milk

Conscious plant-based eating with Smul, from breakfast to dinner

Smul is mainly focused on plant-based products that are designed to make nutritious eating easy, convenient, and most importantly, enjoyable. 

The full product range features extensive options for breakfast to dinner and everything in between. Shop five variants of protein powder, snacks such as protein bars (3 flavours), high-protein granola (5 flavours), rice cakes and multigrain oatmeal, all developed with new and unique flavour profiles. 

The brand will soon launch a ready-to-heat, shelf stable meal range, that features Lentil Ragu, Chilli ‘non’ Carne and Tikka Masala.

Smul. a bar of protein and blueberries

Made with South African-sourced, natural ingredients

At the core of the brand’s philosophy is a commitment to quality and transparency. This locally-made brand sources natural ingredients from trusted, suppliers, ensuring that every item includes the nutrients needed to support a healthy, vibrant lifestyle. Finished products are free from artificial additives, preservatives, and unnecessary fillers, delivering clean, wholesome nutrition.

Years of research and development have gone into perfecting smul’s unique flavour profiles, setting them apart from other health food brands on the market. A minimalist brand aesthetic, represented by signature white packaging enables consumers to easily identify their products and what’s inside them.

Consumers no longer need to flip to the reverse side to see the key nutritional information. It’s all on the front of the packaging, for easy access to the information that counts.

Smul. a bowl of cereal with a spoon

More about the in2food group

smul is produced by the in2food group, a new leader in the South African food landscape, renowned for its commitment to high-quality food and innovation. This group brings years of expertise and a dedication to excellence, being trusted suppliers to the country’s leading food retailers, as well as top international retailers. 

“We are passionate about health and wellness in our business. smul is the culmination of three years of intense product development, with some productions having gone through 50 iterations just so we could nail the right taste, the right nutrition profile, and solve our customers’ needs,” said Eric Labuschagne, Managing Executive, smul. “It’s special for us to finally be here and hold a product that’s great for your body and tastes amazing too,” he added.

Consumers can rest assured that the choices are not only good for their health but also for the planet. Additionally, the smul foundation will channel 1% of all product sales to social and environmental initiatives and be will open to the public to apply for funding to affect the change they want to see in the world. 

Where to shop the range

The range is currently available via the Smul online store, and they offer delivery nationwide.

Tel: 087 756 5715

See more healthy food and drink options in Cape Town

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