
Brand
smul
Paarl, Western Cape
smul is a natural products brand from Paarl, Western Cape with 39 products on Beacon Discovery, mostly protein supplements & meal replacements and shelf stable cold cereals. 1 is Certified Organic, and its range is distributed by KeHE.
smul is a plant-based health and wellness brand that spans multiple product categories, built on values that customers can trust: health, taste, convenience, non-GMO ingredients, sustainability, avoiding refined sugars and artificial sweeteners, and using natural flavors and real ingredients. Our journey began with a frustration: the lack of truly healthy and delicious food options in the market. Too often, we found products that compromised on either nutrition or taste. Determined to change this, we set out to create a brand that delivers on both fronts, without sacrificing one for the other. We believe in making healthy eating effortless and enjoyable, revolutionizing wellness for our customers. With smul, every meal is a celebration of health and taste. Our wide range of products includes everything from breakfast options like ready-to-eat oatmeal and granola to dinner solutions with ready meals. We also offer protein bars, protein powders, trail mixes, and functional drinks, all designed to fit seamlessly into modern lifestyles. Whether you're a busy parent, an on-the-go professional, or a fitness enthusiast, our products are practical, functional, and above all, delicious.
What does smul make?
Which certifications does smul hold?
- Certified Organic 1 of 39
Diets its products meet: Vegan (38), Vegetarian (38), High Protein (23), Ketogenic (20), Gluten-Free (19) and Low FODMAP (4).
HowGood sustainability estimates
7 of smul's food and beverage products have a HowGood estimate: 3 Great and 4 Good.
Wholesale and distribution
Distributors: KeHE.
Distribution regions: East, North East and South East.
Which Informa shows has smul exhibited at?
- Expo West 2026, booth N1615 North Hall Level 200
- Expo West 2025, booth N1612