Pro Nutro claims it contains all the essential vitamins and minerals needed to give you sustained energy and a healthy balanced diet. It is high in carbohydrates to give you energy, high in fibre for a healthy digestive system, cholesterol free and free from trans fats.
The legend says that Pro Nutro was once developed as a food source for the black people in South Africa during the old Apartheid regime, to prevent malnutrition. Pro Nutro consisted of all the essential dairy requirements and formed a meal in its self. When it was first launched the people did not like the taste and the product didn't sell. However, after modifying the recipe for taste purposes and broadening the target market to the greater public, it began its road to great success.
However, much debate can be seen on online forums about the use of Genetically modified (GM) maize and soya seen in Pro Nutro cereals. The cereal box does not state any use of GM ingredients. Because we have not yet discovered the effects of GM foods on our bodies, much concern is raised over our health and safety. Pro Nutro should be allowing consumers to choose if they want to consume GM foods or not. However, GM foods can be seen in most foods these days and has been hugely successful in feeding the world's poorer that would have lead many to starvation. What do you think?
Also to note, Pro Nutro is not halaal which turns away a now rather big proportion of the South African market. Although I don't know how far this is taken.
My love for Pro Nutro is currently under great threat from a new competitor on the market.... Future Life!
This morning I found myself dashing into the Umhloti spar still in my pajamas because we had run out of Future Life at home! It is quite astonishing how Future Life has acclaimed such strong brand presence and positioning in the market in such a short period. The fact that it is now competing with such a classic like Pro Nutro, proves in its winning formula and unique benefits.
For those who aren't familiar with the brand, Future Life is an energy and immune boosting cereal that forms part of a healthy balanced diet. Future Life is South Africa's first and only low GI cereal to contain clinically tested MODUCARE, and has 23 vitamins and mineral, 29 amino acids and even Omega 3 and 6!
Taken directly from their home page:
"It is perfect for athletes of all levels and for high performance sports such as triathlon, cycling, marathons, surfing, swimming and rugby. The low GI means sustained energy release over an extended period of time and the vitamins and minerals ensure that your body stays strong while its under stress or challenging conditions. Future Life is also ideal for children, business executives on the go, diabetes and other medical conditions, and for all round healthy living for the whole family."
The fact that Future Life only needs to be added with water proves to be one of its best selling points. This makes the cereal easy to travel with and very convenient. The brand is also aligned with consumer interests of healthy eating, daily exercise and a balanced diet. Its also great as a healthy snack in between meals.
But my question is: Since Future Life cereal was initially used as a all-in-one-meal for AIDS patients, is Future Life Fattening for those of us who don't partake in intense daily exercise?
From reading a few articles about Future Life, I've come to the realization that Future Life is a great source of low GI energy that helps keep you full for longer hours. Therefore it is good to eat it before exercise or when you feel you need that extra boost in the morning for sustained energy levels. However, I do believe that for someone like my self, a non-athlete, should not consume Future Life in excessive amounts but rather every odd day.
Too much Future Life can lead to weight gain, unless you are Patrick Lambie (rugby player) who has 4 bowls a day apparently :)
To compare between the two cereals, below is a basic table of the nutritional information highlighting the differences.
It is therefore obvious that Future Life is higher in Energy, Protein, Total fat and falling just behind on Total Fibre where Pro Nutro takes the lead. However it is important to note that the Pro Nutro used for this purpose is the Wholewheat Pro Nutro which is higher in fibre. But will this sway even the most loyal Pro Nutro fan?
Im afraid I am one of those Pro Nutro fans who have now turned to Future Life for my daily breakfast. Its not only the delicious flavour that attracts me but the fact that it gives me sustained energy in the morning and keeps me full for longer. I have now hooked a lot of my friends and find myself marketing the product without trying!
Happy Food. Happy Photo's. Happy Life.
