Livsmart has positioned itself as a leading wellness brand in the UAE. How did the idea for the company come about, and what inspired you to take the leap into entrepreneurship?
Livsmart was born from a personal observation that eating healthy often felt like a compromise. Everywhere around me, people were trying to make better food choices, but they were forced to choose between what was good for them and what they actually enjoyed eating. This tradeoff is not sustainable as it leaves one in a constant state of compromise.
The idea was simple. What if everyday food choices could be made healthier without changing the experience itself? That question became the foundation of Livsmart. I did not want to build a niche health brand meant only for a small audience. The goal was to create products that fit seamlessly into daily life, whether it is sweetening a cup of tea, cooking a family meal, or enjoying a snack, while quietly making those choices better for you.
The UAE, and the wider Gulf, was becoming increasingly health conscious, yet many of the better for you products available were expensive, inconsistent in quality, or simply not designed for everyday consumption. I felt there was an opportunity to build a brand that understood local habits, focused on clean ingredients, and made wellness feel approachable rather than intimidating.
Livsmart started with the belief that healthy eating should be enjoyable, convenient, and affordable. Everything we have built since then has been guided by that principle.
Every great company is driven by a powerful mission. What is the mission behind Livsmart?
At Livsmart, the mission has always been simple yet deeply intentional: to help people make smarter food choices without feeling like they are giving something up. We believe that eating well should not require sacrificing taste, familiarity, or enjoyment, especially when food plays such an important role in everyday life and culture.
Our goal is to rethink everyday ingredients and staples and offer cleaner, more thoughtful alternatives that fit seamlessly into daily routines. Whether it is reducing sugar intake, cutting down unnecessary calories, or choosing better quality ingredients, Livsmart exists to make those decisions easier and more accessible.
Ultimately, the mission is not about perfection or restriction. It is about progress. If we can help people make small, consistent changes that support long-term wellbeing while still enjoying the foods they love, then we are doing what we set out to do.
How is Livsmart unique in the marketplace?
Livsmart’s uniqueness lies in how we approach wellness as part of everyday living rather than as a niche lifestyle. Instead of creating products that feel exclusive or restrictive, we focus on everyday foods that people already consume and make them better through cleaner ingredients and thoughtful formulation.
We spend a lot of time understanding how people actually eat, cook, and shop in the region. That insight shapes everything from product development to taste profiles and formats. Our aim is not to overwhelm consumers with complex health claims, but to offer simple, transparent options that naturally fit into their routines.
By keeping taste, accessibility, and ingredient quality equally important, Livsmart sits at the intersection of wellness and familiarity. This balance allows us to appeal not just to health enthusiasts, but to families and individuals who want to eat better without changing how they enjoy food.
What are your best-selling products?
Our best-selling products are those that naturally replace everyday staples, starting with our range of natural sugar alternatives. Sweeteners were the first category we introduced, and they continue to be a strong performer because they allow consumers to cut out refined sugar from the diet and enjoy their favorite sweetened foods and beverages guilt-free. Today, this category includes multiple options designed for different needs, making it one of the most widely adopted parts of our portfolio.
Alongside sweeteners, the Shirataki range has also seen strong acceptance. Products such as Shirataki rice, pasta, and noodles offer healthier alternatives to traditional staples, which resonates with consumers looking to manage calories while still enjoying familiar meals.
What connects these best-selling products is their practicality. They are easy to use, fit seamlessly into daily routines, and solve real dietary concerns without requiring a lifestyle overhaul. That combination has driven consistent demand and repeat usage.
What is driving the increase in demand in the UAE and beyond for consciously healthier consumption?
The increase in demand for consciously healthier consumption in the UAE and beyond is being driven by a shift in awareness rather than a trend. People today are far more informed about what they eat and how it affects their long-term wellbeing. Conversations around sugar intake, lifestyle balance, and preventative health have become more mainstream, not just among fitness enthusiasts, but within households and families.
There has also been a noticeable change in how consumers read labels and question ingredients. Shoppers are actively seeking transparency and simpler formulations, preferring products that feel natural, familiar, and easy to understand. At the same time, busy lifestyles mean people want healthier options that do not require extra effort or drastic changes to how they eat.
This combination of greater awareness, evolving lifestyles, and a desire for balance is what continues to fuel demand for smarter, more mindful food choices across the region.
How are you remaining innovative and ensuring you are the market leader in the UAE?
For us, innovation starts with listening. We spend a lot of time understanding how consumer needs are evolving and where everyday food choices can be improved without making them complicated. Rather than chasing trends, our focus is on building products that solve real, long-term dietary concerns and remain relevant over time.
We also approach innovation through ingredients and formulation. Being selective about what goes into our products allows us to offer cleaner alternatives that still deliver on taste and functionality. This balance is important, because innovation should enhance the eating experience, not disrupt it.
Most importantly, we view innovation as an ongoing process rather than a destination. By staying close to our consumers, refining existing products, and being thoughtful about what we introduce next, we ensure that Livsmart continues to evolve alongside changing lifestyles and expectations in the region.
How do you see the industry evolving over the next decade in the UAE?
Over the next decade, the wellness food industry in the UAE is likely to become more integrated into everyday living rather than being seen as a specialised category. Healthier choices will no longer sit on separate shelves or appeal only to a niche audience. Instead, they will become the default option for many households.
Consumers will continue to prioritise transparency, cleaner ingredient lists, and products that support long-term wellbeing rather than short-term trends. Convenience will also play a bigger role, with people looking for solutions that fit seamlessly into busy lifestyles without sacrificing taste or familiarity.
As awareness grows, the expectation from brands will shift as well. It will no longer be enough to market products as “healthy.” Brands will need to demonstrate trust, consistency, and a genuine understanding of how people eat in real life. Those that balance functionality with enjoyment will be best positioned to grow alongside evolving consumer needs.
In addition, the UAE government is playing a big role in increasing awareness amongst consumers in the UAE. It is expected that in 2026, a tax will be applied on food products based on the quantity of refined sugar they contain in order to deter consumption of sugar foods. Various other fitness initiatives are in place and it is expected that the health & wellness spaces will grow rapidly in the coming years.
What challenges have you faced in scaling the brand, and how have you navigated those obstacles?
Scaling a wellness food brand comes with its own set of challenges, particularly when quality and consistency are non negotiable. One of the key obstacles has been ensuring that our products maintain the same standards as we grow, from ingredient sourcing to formulation and supply chain decisions.
Another challenge has been balancing accessibility with education. While awareness around healthier food choices is increasing, there is still a learning curve when it comes to understanding new ingredients or alternatives. We have focused on keeping our communication simple and transparent so that consumers feel informed rather than overwhelmed.
Navigating these challenges has required patience and a long term mindset. By prioritising product integrity, listening closely to consumer feedback, and scaling thoughtfully rather than quickly, we have been able to grow in a way that feels sustainable and aligned with our core values.
What advice would you offer to aspiring entrepreneurs looking to enter the industry, particularly in the UAE?
My advice to aspiring entrepreneurs would be to start by truly understanding the consumer problem you are trying to solve. The UAE is a dynamic and competitive market, and ideas that succeed are usually rooted in real needs rather than short-term trends. Spend time observing how people live, eat, and shop, and let those insights guide your decisions.
It is also important to be patient and disciplined. Building a brand, especially in the food and wellness space, takes time. Focus on getting the fundamentals right, from product quality to consistency, before thinking about rapid growth. The ecosystem in the UAE is supportive, but long-term success comes from resilience and a willingness to learn along the way.
Finally, stay authentic to your vision. The market rewards brands that are clear about who they are and why they exist, and that clarity becomes your strongest differentiator over time.
What is your vision for Livsmart?
Our vision for Livsmart is to build a brand that supports smarter food choices well beyond a single market. While the UAE has been an important foundation for us, the principles behind Livsmart are universal. People everywhere are looking for ways to eat better without compromising on taste or familiarity.
As we grow, our approach to expansion remains thoughtful and measured. Rather than scaling quickly, we focus on strengthening our core offerings, understanding consumer needs across different markets, and ensuring that the brand remains consistent in quality and purpose wherever it is present.
In the long term, we see Livsmart evolving into a regional and eventually global wellness brand that people trust for everyday food solutions. Growth, for us, is about building relevance and credibility over time, not just expanding footprint.
Our goal is to tie up with the international distributors that share the same values as us. Our products are currently available in the UAE, Qatar and Oman and we are seeking the right distribution partner to expand in Saudi Arabia and other markets in the region.
Where can readers find out more?
Readers can find out more about Livsmart through our official website www.livsmartfoods.com and social media platforms such as our instagram page @livsmartfoods, where we regularly share product information, updates, and insights into how we approach everyday wellness. These channels offer a closer look at the brand, our philosophy, and how our products fit into daily life.
