As consumers become increasingly mindful of what they eat, the food industry is undergoing a significant transformation. Demand is shifting beyond traditional “diet” products toward everyday snacks that combine great taste, better nutrition, and functional benefits. At the forefront of this movement is Free Life, a brand challenging conventional perceptions of confectionery by proving that healthier alternatives can be both enjoyable and accessible.
In this interview, Masha Zigic, Brand Manager at Free Life, discusses the brand’s evolution from an innovative protein gummy to a broader lifestyle proposition focused on wellness, smarter choices, and better nutrition. She explores changing consumer expectations in Lebanon, the challenges of building a wellness-focused business, the role of innovation and accessibility, and Free Life’s ambitions for regional and international growth.
1. How has consumer demand for healthier food options evolved in Lebanon over the past few years, and what trends are shaping the market today?
Consumers in Lebanon have become significantly more conscious of what they eat and are more health-conscious. A few years ago, healthier products were considered niche and mainly targeted at athletes or people following specific diets. Today, families, young professionals, and fitness enthusiasts are actively looking for products with better ingredients, less sugar, and more nutritional value.
What we’re seeing is a shift from “diet food” to “better everyday choices.” Consumers don’t want to compromise on taste—they simply want products that fit their lifestyle. This is exactly where Free Life positions itself: creating snacks that people genuinely enjoy while helping them make smarter choices.
2. Free Life started by serving specific dietary needs. How has your vision evolved into a broader lifestyle proposition?
Free Life was born from a simple idea: people shouldn’t have to choose between enjoying a sweet snack and making a healthier decision.
What started as an innovative protein gummy has evolved into a broader mission of redefining snacking. Today, we are building a portfolio that supports different lifestyles—from active adults and families to children and wellness-conscious consumers.
Our vision is no longer just about one product. It’s about changing habits and creating a new category of better-for-you snacks that become part of everyday life.
3. Building and scaling a wellness-focused business in Lebanon comes with unique challenges. What leadership lessons have been most valuable throughout this journey?
Innovation requires resilience. Many people told us our formula wasn’t possible, yet we stayed committed to the vision.
One of the biggest lessons has been to focus on long-term value rather than short-term wins. Building a brand means listening to consumers, adapting quickly, and surrounding yourself with partners who share your belief in the mission.
We’ve also learned that leadership is about empowering a small team to think big. Every challenge—from product development to market expansion—has reinforced that innovation, consistency, and collaboration are what drive sustainable growth.
4. Healthy food is often perceived as a premium offering. How is Free Life working to make better nutrition more accessible without compromising quality?
Accessibility has always been part of our mission. Healthier products shouldn’t be available only to a small group of consumers.
Our approach is to combine premium ingredients with efficient manufacturing and broad retail distribution, making Free Life available in supermarkets, convenience stores, and e-commerce platforms across the region.
Our goal is simple: make the healthier choice the easier choice.
5. Consumer expectations continue to evolve. Where do you see the biggest opportunities for innovation in functional foods, clean-label products and personalized nutrition?
Consumers are becoming more informed than ever. They’re reading labels, understanding ingredients and expecting transparency from brands.
We see three major opportunities: functional snacks that fit into everyday routines, cleaner ingredient lists without compromising taste, and products that address different lifestyle needs—from active living and beauty to family nutrition.
Innovation is no longer about adding more ingredients. It’s about creating products that solve real consumer needs while remaining enjoyable to eat.
6. As Free Life continues to grow, how do you balance commercial expansion with staying true to the brand’s original mission?
Growth should never come at the expense of purpose.
Every new product, partnership, and market we enter is evaluated against one simple question: does it help people make a better choice?
Our mission remains the same as it was on day one—to redefine snacking through innovation and better nutrition. As we expand internationally, that purpose continues to guide every decision we make.
7. With changing shopping habits and the rise of e-commerce, how is Free Life adapting its customer experience across physical and digital channels?
Today’s consumer expects a seamless experience regardless of where they shop.
That’s why we’re investing equally in retail visibility and digital commerce. Whether someone discovers Free Life in a supermarket, on Amazon, through quick-commerce platforms, or on social media, the experience should be consistent, engaging, and educational.
Digital channels also allow us to build stronger relationships with our community by sharing product education, healthy habits and lifestyle inspiration beyond the point of purchase.
8. Do you believe Lebanon has the potential to become a regional hub for wellness and better-for-you food brands? What needs to happen to unlock that potential?
Absolutely.
Lebanon has exceptional entrepreneurial talent, creativity and a strong food culture. The country has repeatedly shown its ability to develop brands that resonate well beyond its borders.
To unlock its full potential, we need greater collaboration between entrepreneurs, manufacturers, investors and public institutions, alongside continued investment in innovation, food technology and export capabilities.
With the right ecosystem, Lebanon can become a regional leader in developing wellness and functional food brands.
9. What strategic priorities will define Free Life over the next three to five years, and where do you see the greatest opportunities for growth?
Our focus is on three strategic priorities.
First, expanding internationally while strengthening our presence across the Middle East and entering Europe and other global markets.
Second, continuing to innovate by developing new categories that redefine traditional confectionery through better ingredients and functional benefits.
Finally, building Free Life into a lifestyle brand that goes beyond products—creating a community around healthier habits, smarter choices, and everyday wellness.
We believe the greatest opportunity lies in transforming the global snacking category by proving that better-for-you products can be just as enjoyable as traditional treats.
