In the UAE, a shift towards healthier, smarter food choices is reshaping the food landscape. A new generation of consumers is demanding healthier alternatives that don’t compromise on taste, and at the forefront of this movement is Livsmart, a Dubai-based brand making waves with its range of affordable, health-conscious products.
Livsmart’s journey began during the pandemic, sparked by a simple but widespread need for better food options. Founder Sahil Advani identified a gap in the market for functional foods that offered multiple health benefits without sacrificing flavour. “Consumers today are looking for smarter choices whether it’s low-carb, low-calorie options, sugar-free alternatives, or even functional foods that serve multiple health benefits in a single product,” Advani explains. “Our role at Livsmart is to bring innovative healthy food options to everyday life in a way that feels simple, accessible, and smart.”
The brand’s first success came with its monk fruit sweetener, a natural alternative to sugar that doesn’t raise blood sugar levels. This product quickly resonated with diabetics, fitness enthusiasts, and anyone looking to reduce refined sugar intake, paving the way for Livsmart to explore other categories. With its early success in sweeteners, Livsmart expanded into other everyday food staples.
One standout offering from Livsmart is its Shirataki range, which includes rice, noodles, and pasta made from the Konjac plant. These products are low in carbs and calories but high in fibre, making them an appealing option for consumers seeking healthier versions of traditional favourites. Another key product was Livsmart’s Organic Matcha, which quickly became Amazon.ae’s best-selling matcha powder. The product’s authenticity, quality, and affordability spoke to the growing global trend for superfoods that blend taste and functionality.
In line with its mission to provide healthier snacking options, Livsmart recently launched its Smart Snacks line, which includes roasted edamame in two flavours. The brand aimed to offer a protein-packed, plant-based alternative to traditional chips or nuts, making snacking not only fun and flavourful but also healthy enough for everyday consumption.
Livsmart’s rise coincided with an increased focus on health and wellness in the UAE, particularly after the pandemic. Government-led initiatives have promoted active lifestyles, and research shows that consumers in the Gulf are more willing to pay a premium for products that align with their health and fitness goals. However, access to high-quality health foods has often been a challenge, as many imported products are expensive or niche. Livsmart addresses this gap by offering homegrown, affordable products that don’t compromise on quality.
Today, Livsmart products are available at major retailers such as Union Coop, Choithrams, and Grandiose, and through online platforms like Amazon, Noon, and Talabat. By making its products accessible both in physical supermarkets and on digital platforms, Livsmart has successfully expanded its reach to a broad consumer base.
Beyond the UAE, Livsmart is rapidly expanding into Oman and Qatar, and plans to enter the Saudi Arabian market, which represents the largest consumer base in the Gulf. “Consumers everywhere are asking for healthier options that still deliver on flavour and experience,” says Advani. “That’s exactly what we aim to provide.”
What makes Livsmart’s story particularly compelling is its role in shaping a broader conversation around mindful eating. The brand has successfully merged global superfood trends with local consumer habits, creating a model that feels both aspirational and attainable. In a city like Dubai, where wellness and innovation are central themes, Livsmart serves as a prime example of how local entrepreneurs can tap into global trends while staying true to regional needs.
As Livsmart looks to the future, its roadmap includes continuous innovation, a broader product portfolio, and further regional expansion. Despite these ambitious plans, the brand’s core philosophy remains unchanged: eating well should never mean sacrificing taste, convenience, or affordability. For many consumers, choosing Livsmart is not just about trying a new product it’s about joining a movement towards smarter, healthier living.
Livsmart’s success is not only a testament to the growing maturity of the UAE’s F&B sector but also to the increasing importance of mindful eating across the Gulf. The brand’s focus on providing health-conscious products without compromising on taste has found a willing audience, and its expansion into neighbouring markets is a clear indicator of its continued growth.