SOUTH AFRICA – In2food, a renowned food producer has officially launched Smul, a range of nutritious and convenient products, focusing on whole grains, seeds, and nuts designed to fit seamlessly into the busiest of lifestyles.

The range includes a diverse array of products: five variants of protein powder, three flavors of protein bars, five flavors of whole grain and protein granolas, and rice cakes.

Each product is developed with a unique flavour profile, ensuring a delightful taste experience.

The Cape Town launch event brought together industry experts, media, content creators, and friends of the brand for a comprehensive immersion into the Smul brand.

Expressing his excitement, Eric Labuschagne, Managing Executive of In2food revealed that it took the company three years to debut offering.   

Smul is the culmination of three years of intense product development, with some products having gone through multiple versions to fine-tune and find the perfect balance between the flavors and nutritional packs we believe our consumers deserve.”

 It’s special for us to finally be here and hold a product that’s great for your body and tastes amazing too,” Labuschagne added.

The products aim to solve the challenges people face in maintaining healthy eating habits between the hustle and bustle of modern life as well as make nutritious eating easy, convenient, and most importantly, enjoyable. 

In an exciting development, Smul will soon introduce a range of ready-to-heat, shelf-stable meals. These meals include Lentil Ragu, Chilli ‘non’ Carne, Tikka Masala, and a multigrain oatmeal.

Utilizing a retort process to maintain maximum freshness without preservatives, these meals boast a 12-month shelf life and require no refrigeration, making them perfect for on-the-go consumption.

A key feature of Smul products is the clear, front-of-pack labelling that highlights essential attributes, enabling consumers to easily select products that meet their specific needs.

Digital launch and global expansion

The Cape Town launch event brought together industry experts, media, content creators, and friends of the brand for a comprehensive immersion into the Smul brand. Attendees enjoyed tastings and lively discussions about nutrition and healthy lifestyles.

Embracing the digital age, Smul will be available for purchase through their website,, with ambitious plans for global expansion.

The US debut is set for June 2024 at the Summer Fancy Food trade show in New York, followed by a European launch at the SIAL trade show in Paris in October.

In the lead-up to the launch, In2food also introduced the “Smulcast,” a wellness-focused podcast featuring Dieticians Abby Sinclair and Mbali Mapholi who unpacked protein in the first episode, with an exciting rollout of future episodes to follow.

According to the company, the products and packaging have been developed to meet the American Food and Drug Administration (FDA) regulations.

In addition, Smul is not just about healthy eating; it’s about contributing to a healthier planet. The Smul non-profit foundation will allocate 1% of all product revenue to social and environmental initiatives, allowing the public to apply for funding to drive positive change.

This foundation will be independently managed and audited, prioritizing social good and education around nutrition.

For all the latest grains industry news from Africa, the Middle East, and the World, subscribe to our weekly NEWSLETTERS, follow us on LinkedIn, and subscribe to our YouTube channel.