Startup of the Week: Soulful - Guilt-free food for the health-conscious

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Updated 25 March 2020

Startup of the Week: Soulful - Guilt-free food for the health-conscious

  • Soulful offers a range of gluten-free and low-carb baked items suitable for different types of diets

Gone are the days when Saudis gave little attention to health and diet.
They are now far more aware of the benefits of a healthy lifestyle, partly evidenced by the growing number of gyms in the Kingdom.
Also on the rise are businesses offering healthy diet options and meal plans with young Saudi entrepreneurs taking full advantage of the internet and mobile apps to run their own online ventures.
Soulful is one such example. The online bakery, cofounded by Saudis Abdulilah Al-Nagadi, Intissar Bakr, Yasser Al-Eitani, and Enas Hashani, offers low-carb, gluten-free, ketogenic and paleo products.
Bakr switched to a ketogenic diet after learning about its benefits and began making low-carb desserts and bread for her family and friends, who encouraged her to launch the enterprise.
Entrepreneur Al-Eitani was introduced to the bakery around a year ago through Al-Nagadi and, impressed with the quality and taste of the products, suggested
turning it from a home-based setup into a full-fledged operation. “We officially launched Soulful in September 2019, but the idea began in January of that year,” Al-Eitani said.
Soulful offers a range of gluten-free and low-carb baked items suitable for different types of diets. “We are still growing and adding more items to our menu to accommodate everybody’s needs with a focus on the health benefits,” he said.
What makes Soulful stand out from other bakeries is the nutritional value of its products. “Some unconventional ingredients provide the necessary nutrients that are usually missed out while dieting,” added Al-Eitani.
“So, if you or your kids have a sweet tooth and are worried about sugar consumption, you do not have to think twice. You can grab a brownie, a cheesecake or any of our desserts without the guilt of eating the typical sugar-filled products.”
Soulful also has options for those who have health conditions with restrictive diets, such as certain types of diabetes or celiac disease.
“Of course, we recommend consulting your doctor before making major dietary changes,” he said.
However, several certified nutrition experts have given their seal of approval to the products after testing them.
“Instead of the typical flour, sugar, and salt being the main ingredients, our bread is made with almond flour and is fused with prebiotics to support useful bacteria in our guts. They are also filling enough to prevent overeating.”
Soulful uses Instagram and WhatsApp to do its business and some items are available in local bakeries. Plans are in the pipeline to expand outside of its current base in Jeddah. Details on Instagram @soulful.ksa.


Preserving heritage means securing the future, says Princess Haifa

Updated 05 July 2020

Preserving heritage means securing the future, says Princess Haifa

  • Saudi Arabia is at the 209th session to discuss international issues related to the fields of education, science and culture

PARIS: Princess Haifa bint Abdul Aziz Al-Muqrin, the Kingdom’s permanent representative to UNESCO, said that changes can only be faced with global efforts to achieve the common goals of promoting peace, building cultural bridges between nations, and empowering societies to guarantee a better future.

Saudi Arabia recently participated in the 209th session of the UNESCO Executive Council at the agency’s Paris headquarters. The Kingdom was represented at the session by Princess Haifa and a team of 26 Saudi experts from different sectors that have activities related to the scope of UNESCO’s work, such as education, culture, energy, environment, and training.

Princess Haifa said: “Despite our different cultures and languages, we share our belief that education is a right for everyone, that preserving heritage means securing the future, and that innovation and science are the bridge that will pull us out of this pandemic the world today is living.”

She said that the Kingdom supported African countries and was ready to share its experiences in various UNESCO fields, in addition to supporting action plans related to developing islands as one of its priorities in exchanging experiences, especially since the Kingdom is one of the most advanced countries in the world in the field of water desalination.

Reference was made to the Kingdom’s support for international growth and stability through the G20 presidency, specifically with regard to ensuring the continuity of education in crises, the continuation of efforts to achieve climate adaptation worldwide, and solidarity with the members of the G20 in fighting the COVID-19 pandemic.

As a member state of the UNESCO Executive Council, Saudi Arabia is at the 209th session to discuss international issues related to the fields of education, science and culture. These will be evaluated and decided upon, and the executive decisions assigned to them will be voted on, in cooperation with the council’s member states.

The Kingdom’s participation in the meetings of the UNESCO Executive Council also comes as part of its permanent presence in the international cultural and educational organization since its foundation in 1946.