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Their generation is going through fundamental lifestyle changes as it reaches maturity. Their newly-found environmental conscience influences everything they buy, from cosmetics, to music, to running shoes and in particular, to food. They look for fresh alternatives that are healthier (for us and the environment), more innovative, and with tangible product benefits. They are now more than ever embracing new products that embody a lifestyle - a lifestyle that is their own. Where previous generations were brought up on meat and potatoes, and soft drinks heavy on sugar, artificial coloring and void of any significant nutritional value, their generation is geared towards WELLNESS, HEALTH, PERFORMANCE, ADDED-VALUE and AUTHENTICITY. They base their product purchases not solely on the products imagery, but mostly on the adoption of a holistic approach to living - an approach that reflects who they are and how they live, and one that promotes life itself: living for the moment, living fully, living fast, living healthy and living happy. This is what they believe in at GURU. It is also how they live.