In a part of the world where cuisine is such an integral part of culture, comfort, and tradition, the idea of healthier living is always seen as a compromise between taste and wellness. Sahil Advani, the Founder of Livsmart, is about to turn this long-held notion on its head. Based on the simple yet profound notion that wellness should be an effortless part of everyday living, Livsmart is all about smarter alternatives to traditional favourites, not restrictive diets.
In this interview, Sahil reveals how the eating habits of the Gulf region have shaped the product vision for Livsmart, the importance of consumer feedback in the innovation process, and how changing regulations and wellness trends are set to shape the future of food brands in the UAE and other parts of the world.
Interview Highlights:
Q. In your journey of building Livsmart, how did your personal observations about daily eating habits influence your approach to product development and brand positioning? Can you share a specific example?
My approach to building Livsmart has always been shaped by what I observed in everyday eating habits across the Gulf. Most people want to eat healthier, but they don’t want it to feel too restrictive or unsatisfying. I noticed that healthy eating often comes with a “compromise” mindset. Either you enjoy your food and feel guilty, or you eat something healthier but don’t truly enjoy it. That’s rarely sustainable long term.
This insight became the foundation of our product development and brand positioning. Instead of creating a niche diet brand, we focused on upgrading everyday staples that people already consume, so the healthier option feels familiar, enjoyable and convenient.
A great example is our Shirataki range. Rice, noodles, and pasta are staples in this region, but they can be heavy in calories and carbs. We introduced Shirataki alternatives made from the Konjac plant, which are extremely low in calories and carbs, but still work perfectly in traditional recipes. It allows people to enjoy the same meals while making a smarter choice without changing how they eat.
“We’ve always believed that real wellness comes from small everyday swaps that people can stick to, without losing taste or comfort,” shares Sahil Advani, Founder of Livsmart.
Q. Livsmart aims to make wellness accessible and seamless within everyday routines. How do you balance innovation with consumer familiarity to ensure acceptance across diverse customer segments?
Livsmart aims to make wellness feel simple and practical, so our focus has always been to innovate in a way that fits naturally into how people already eat. In this category, innovation only works when consumers can enjoy it, trust it, and use it easily in their daily routines.
We balance innovation with familiarity by starting with everyday staples and improving them through cleaner ingredients and thoughtful formulation, without changing the core experience. Whether it is sweeteners, staple alternatives, or functional beverages, the goal is to make the product feel intuitive, not complicated. Taste also plays a major role, because acceptance only comes when the product is enjoyable enough to become a repeat habit.
We also recognise that different consumers have different goals. Some are looking for sugar free and low calorie options, others want low carb alternatives for meals, and many simply want better everyday choices for the whole family. That is why we build variety within our range, so people can choose what fits their lifestyle while still trusting the same standard of quality, convenience, and consistency.
Q. Considering the increasing demand for transparency and clean ingredients, how does Livsmart stay ahead of regulatory changes and evolving consumer expectations in the UAE and beyond?
As transparency becomes a bigger priority for consumers across the Gulf, we see it as an opportunity to build deeper trust rather than just a trend to follow. People today are reading labels more carefully, questioning ingredients, and expecting brands to be clear and honest about what goes into their food. This shift has influenced both how we develop our products and how we communicate them.
We stay ahead of evolving expectations by keeping our ingredient philosophy simple and purpose-led. We focus on cleaner formulations, avoid unnecessary additives, and ensure every product delivers a clear benefit, whether it is reducing sugar intake, supporting low carb lifestyles, or offering smarter everyday alternatives. At the same time, we make sure the experience remains enjoyable, because long term adoption only happens when the product tastes good and fits naturally into daily routines.
From a regulatory standpoint, we also stay closely aligned with the direction of food and wellness policies across the region and ensure our product standards and labeling remain consistent across markets. Starting January 2026, the UAE introduced a sugar-content based excise tax model for certain sweetened categories, reflecting the region’s growing focus on sugar reduction and consumer awareness.
Shifts like these highlight how important it is for brands to stay proactive, transparent, and aligned with what consumers are increasingly prioritising.
Q. Can you share a case where consumer feedback led to a significant change or innovation in Livsmart’s product offerings? How did that impact your brand’s growth?
Consumer feedback has played a major role in how we expand Livsmart, because our goal has always been to build products that people genuinely use in everyday life, not just try once.
A good example is how our sweeteners category evolved. When customers started switching away from refined sugar, we saw a clear pattern in feedback. Some people wanted a clean zero calorie option for daily tea and coffee, while others wanted a sweetener that performs better in baking and desserts. That insight helped us build a wider range of sweetener options designed for different use cases, while still keeping the experience simple, familiar, and enjoyable.
The impact was meaningful because it strengthened repeat purchase behaviour and expanded the category’s reach across different customer segments. It also positioned Livsmart as a more complete everyday wellness brand, rather than a single product solution.
Q. Scaling a wellness brand often involves maintaining product quality. What strategies or practices has Livsmart implemented to ensure consistency as the company expands?
Scaling a wellness brand comes with a responsibility to maintain quality and consistency, because trust in this category is built through repeat experience. As Livsmart expands, we remain very intentional about growth, ensuring that we never scale faster than we can maintain our standards.
One of our key practices is staying disciplined with sourcing and formulation. We keep our ingredient philosophy clean and purpose-led, and we focus on delivering a product experience that remains consistent in taste, performance, and quality. Since our products are designed to become part of everyday routines, consistency matters just as much as innovation.
Our approach to expansion is thoughtful and measured. Rather than focusing only on footprint, we prioritise strengthening our core offerings and understanding consumer needs across different markets, while ensuring the brand remains consistent in quality and purpose wherever it is present. This is especially important as we grow beyond the UAE, with our products already available in Qatar and Oman, and with plans to expand into Saudi Arabia and other markets in the region through the right distribution partners.
Ultimately, long term growth comes from building credibility over time. For us, scaling is not just about entering new markets, but about doing it in a way that keeps Livsmart trusted and reliable for consumers across the region.
Q. The UAE government is planning to introduce sugar taxes and other wellness initiatives. How do you see such policies shaping the future of health-focused brands like Livsmart?
Government policies and wellness initiatives play an important role in shaping long term consumer behaviour because they encourage awareness at scale. When health becomes part of national conversation, it naturally influences how people shop, how they read labels, and what they bring into their homes.
As sugar related policies become more prominent, it will further accelerate the shift away from high sugar consumption and create stronger demand for alternatives that support modern lifestyles. We are already seeing consumers become more ingredient aware, and policies that highlight sugar content, whether through taxation or regulation, will push both brands and consumers to think more consciously.
For health focused brands like Livsmart, this creates an environment where smarter everyday options become more mainstream. It also raises the overall standard in the market, because consumers will expect cleaner ingredient lists, better transparency, and products that deliver health benefits without feeling restrictive.
Ultimately, these policies will help move wellness from being a niche category to becoming part of everyday living, which aligns with our belief that healthier choices should be simple, accessible, and enjoyable for everyone.
Q. What is the future vision for Livsmart in the next 5-10 years? How do you see the brand evolving within the regional and global wellness landscape?
Over the next 5 to 10 years, our vision for Livsmart is to build a wellness food brand that becomes a trusted part of everyday life, not just in the UAE but across the wider region and beyond. The core idea behind Livsmart is universal. People everywhere are looking for ways to eat better without compromising on taste, familiarity, or convenience.
As we grow, we see the brand evolving into a complete smart pantry ecosystem. That means continuing to expand beyond individual product categories and building a wider range of everyday alternatives that support modern lifestyles, whether it is reducing refined sugar, choosing cleaner ingredients, or finding functional products that fit naturally into daily routines.
Regional expansion will remain a key focus, especially across the Gulf, where consumer awareness around wellness is growing rapidly. At the same time, we want to approach growth thoughtfully. For us, scaling is not just about entering new markets, but about maintaining consistency in quality and purpose while partnering with distributors who align with our values.
In the long term, we see Livsmart growing into a regional and eventually global brand that consumers trust for practical, enjoyable, and accessible wellness food solutions. The goal is to keep innovation ongoing, while staying rooted in the same belief we started with. Healthy eating should never feel like a compromise.
Q. As Livsmart aspires to become a regional and global wellness brand, what are the core values and principles that will guide its international expansion?
As we expand Livsmart across the region and beyond, our growth will be guided by a few non-negotiable principles. The first is that healthy eating should never feel like a compromise, so taste and enjoyment will always remain central to the experience. We want people to adopt smarter choices because they genuinely like them, not because they feel forced to.
The second is ingredient quality and transparency. As consumers globally become more label-aware, trust becomes an even bigger differentiator. We remain committed to clean, purpose-led formulations and clear communication so that consumers understand what they are choosing and why it matters.
Finally, we will scale thoughtfully and responsibly. Growth for us is not about entering markets quickly, but about maintaining consistency in quality and partnering with distributors who share the same long term values. This ensures that wherever Livsmart is present, it delivers the same promise and reliability that customers already trust.
Q. Can you discuss a specific case study of a product or initiative where Livsmart successfully addressed a common consumer health concern while maintaining taste and convenience?
One strong example of how we address everyday health concerns without compromising on taste or convenience is our natural sweeteners range. Reducing refined sugar is one of the most common wellness goals today, whether for managing calories, maintaining stable energy levels, or supporting blood sugar control. However, many consumers struggle because cutting sugar often feels unrealistic, especially when sweet taste is part of daily eating habits.
That is why we developed multiple sweetener options designed for different preferences and use cases, while keeping the same goal of clean taste and easy everyday use. Some consumers want a zero calorie alternative for daily tea and coffee, while others look for something that performs better in cooking and baking. By offering variety within the sweeteners category, we allow people to choose what works best for their lifestyle without feeling restricted.
The success of this approach comes from the fact that it makes healthier choices feel effortless. Instead of asking consumers to eliminate sweetness, we give them smarter alternatives that still deliver on taste, convenience, and familiarity. This balance between wellness and enjoyment is what has helped the category become a key part of how consumers adopt Livsmart into their everyday routines.
Q. Looking ahead, what emerging trends or innovations in the health and wellness food industry do you believe will influence Livsmart’s future product development and brand evolution?
Looking ahead, the health and wellness food industry is moving toward solutions that feel more practical, personalised, and integrated into everyday life. Consumers are no longer looking for short term diet trends. They want products that support long term wellbeing, while still being easy to understand, enjoyable to consume, and simple to use. Across the Gulf, wellness is also becoming more mainstream, driven by growing awareness and lifestyle initiatives that encourage healthier habits.
One major trend is the continued focus on ingredient transparency and clean formulations. People are reading labels more carefully and choosing products that feel natural, purposeful, and honest. This will continue to influence how we develop products, keeping our approach clean, functional, and easy to trust.
Another strong direction is functional wellness, where food and beverages are expected to deliver benefits beyond basic nutrition. Products that support daily energy, focus, digestion, and balance are becoming part of regular routines, and we see this as a key space for innovation moving forward.
At the same time, smarter alternatives to everyday staples will continue to rise. Whether it is sugar reduction, low carb meal swaps, or better snacking options, consumers want upgrades that fit into familiar meals and habits. This aligns closely with how Livsmart thinks about innovation, creating products that help people make smarter choices without changing how they eat.
Overall, the future of wellness foods will be defined by consistency, simplicity, and enjoyment. For Livsmart, this means continuing to build a wider ecosystem of smart everyday products that balance health, taste, and convenience, while evolving alongside changing consumer lifestyles in the region and beyond.
Story of Livsmart
Ultimately, the story of Livsmart is one of the changing ways in which the modern consumer thinks about health, as not something to be achieved over the short term, but as a series of daily habits that must be not only enjoyable but also easy to maintain. The philosophy of Sahil Advani’s approach to wellness is that the best wellness brands are not the ones that take the most extreme approaches, but the ones that are consistent, trusted, and deeply attuned to how people actually eat and live.
As wellness continues to go mainstream in the Gulf and around the world, the emphasis of Livsmart on clean ingredients, familiar packaging, and innovative thinking puts it squarely on the path to long-term relevance. The vision of the brand gets at an important truth: when healthier options become effortless and delicious, they cease to be a compromise and become a part of life.
“We’ve always believed that real wellness comes from small everyday swaps that people can stick to, without losing taste or comfort”
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