FUTURELIFE® launches Rice Pops: A health-conscious breakfast adventure for kids

SOUTH AFRICA – FUTURELIFE®, a leading cereal brand in South Africa, has launched a new addition to its Kids Cereal range: Rice Pops, aimed at making breakfast healthy and exciting for young children.

This rice-based cereal is designed with children’s nutritional needs in mind, offering a low-sugar alternative that delivers both crunch and flavor without artificial colorants or flavorings.

Justine Agnew, the company’s Marketing Manager, noted that FUTURELIFE® Rice Pops addresses a significant concern among parents, particularly excessive sugar intake while maintaining a taste children enjoy.

Each serving contains less than half a teaspoon of sugar, making it a conscious choice for health-focused families.

With a decade of experience creating nutritious, innovative products, FUTURELIFE® continues to solidify its place in family nutrition with Rice Pops.

This new addition is set to strengthen the brand’s commitment to providing balanced nutrition that supports family health, all while bringing a sense of fun and excitement to the breakfast table.

Nutritional benefits designed for growing kids

FUTURELIFE® Rice Pops contains 93% rice, providing a simple yet nutritious start to the day.

Agnew emphasizes that breakfast is essential for children as it fuels their energy needs and supports overall growth.

According to her, FUTURELIFE® Rice Pops provides 30% of the daily requirements for three essential minerals: zinc, copper, and selenium, each important for immune support and cellular health. Zinc, for example, contributes to immune system strength, while copper and selenium play critical roles in energy production and antioxidant defense.

According to data from the World Health Organization (WHO), excessive sugar intake in children is linked to higher risks of obesity and tooth decay, which are prevalent global concerns.

FUTURELIFE® addresses this issue by keeping sugar content to a minimum in its new cereal while ensuring the flavor remains enjoyable.

“Our goal was to reduce the sugar while keeping the flavor children love. We believe we’ve nailed that balance, delivering a traditional favorite that’s both appetizing and a healthier alternative,” Agnew explains.

As a cereal that combines taste with nutritional integrity, FUTURELIFE® Rice Pops aligns with an increasing parental preference for low-sugar breakfast options that do not compromise on taste.

The trend towards healthier cereals has accelerated as more parents become aware of the long-term health impacts of high-sugar diets on children.

Bringing fun to the breakfast table

FUTURELIFE® has also infused an element of adventure into breakfast with engaging, colorful packaging featuring Riley the Rhino.

Designed to transform routine breakfast time into an engaging activity, the packaging includes flip-up ears on the character, Riley, alongside interactive activities, turning breakfast into an experience.

 “Our characters bring a bit of magic to the breakfast table, helping kids want to sit down and eat,” Agnew adds.

Beyond its health benefits and appeal to children, FUTURELIFE® Rice Pops is designed to suit families’ busy schedules. The cereal can be served with milk or yogurt, creating a quick and nutritious breakfast or snack.

Regarding accessibility, FUTURELIFE® has made the product available in stores across South Africa, ensuring that families nationwide can access an affordable, nutritious breakfast option that aligns with current health guidelines on sugar intake.

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