As a company dedicated to the development of the so-called "lifestyle products", Smart Life was founded in Brazil in 2006 by Swiss entrepreneurs. With extensive experience in marketing they spotted a huge potential in the market of nutraceuticals, or functional foods with beneficial properties for human beings, which promote the improvement of the performance of everyday activities besides being present in people's daily routine.
This segment has been gaining more space in the world's largest food companies with the creation of specific divisions for research and development of innovations to clients concerned about their physical and mental well-being.
A pioneer in the development of such products, Japan currently stands next to U.S. and Europe among the production and consumption centers of nutraceuticals, while Brazil has 1% of global consumption and Latin America accounts for a 2% share.
The growing market demand for nutraceuticals becomes evident through the results obtained by Smart Life. In 2011, the company had more than 100% growth in business volume and estimates an equal or greater value in 2012.
Between 2008 and 2011, Smart Life has conquered more than 20,000 direct and indirect customers through 12 sales channels (drugstore chains, convenience stores, supplements and natural products, retail drugstore networks, among others), covering almost the entirety of the national territory.
Two years after the emergence of Smart Life the registration granted by ANVISA for the company's main product was obtained: Smartcaps Energy®, the first energy booster in capsules of Brazil. By then the public that would make the product a success had already been defined. WEST was a term created in reference to the situations when the consumers preferred to use Smartcaps Energy®, considered the evolution of the liquid energy drink. The acronym is broken down into four types of situations: Work, Exercise, Study and Travel.
The gelatin capsules, besides being an innovation to the consumer, are considered the greatest revolution in the market. A capsule of Smartcaps Energy®, for example, provides energy equivalent to a can of energy drink, three cups of espresso or six cans of cola-based soda. In addition, factors such as convenience and ease of transportation are other attractions of the product, which contains natural caffeine obtained from Guaraná.
Currently, 1 million Smartcaps Energy® capsules are produced monthly. The company offers today four products in the Energy line, two of them related to Weight Management, and another two focusing on Clean and Repair benefits (Detox), i.e. detoxification caused by malaise or poor digestion.
Smart Life plans annual launches whose goal is to determine new directions for nutraceuticals in Brazil.