The African ‘super fruit’ – baobab – has risen from relative obscurity to become the best-selling supplement across top London health food stores.

Baobab is a nutrient-dense, raw wholefood with one of the highest antioxidant capacities of any fruit in the world[1]. Entirely community-owned and wild-harvested, it grows in thirty two countries across Africa and has been brought to the mainstream by new Africa-inspired health and beauty brand Aduna. Aduna’s goal is to establish baobab as a world-famous superfruit and drive the creation of a new industry for rural Africa which experts estimate at a potential $1 billion[2].

Aduna’s baobab range has become the number one top selling ‘superfood’ of 2013 across Planet Organic’s five London stores, as well as prestigious beauty emporium and pharmacy John Bell & Croyden, and is rapidly becoming a favourite at Wholefoods Market.. The products have also developed a cult following amongst health and beauty writers and major celebrities including Livia Firth, Vivienne Westwood and fashion guru Suzy Menkes. It was also the supplement of choice for top models during London Fashion Week.

For centuries the women of Africa have turned to the baobab tree as a source of natural wellbeing, benefiting skin, hair and general health. Baobab is an excellent source of vitamin C, calcium, potassium, thiamin and a good source of vitamin B6. These nutrients help support energy metabolism, the immune system, and promote good skin health[3]. Baobab is also almost fifty percent fibre, and contains over twice the antioxidants per gram of goji berries and more than blueberries and pomegranates combined.

Unlike other fruits, baobab dries naturally on the branch; it is simply harvested, then the seeds removed and sieved into a powder. It is a 100%natural product. Aduna has made this pure, nutritious fruit pulp available as a loose powder or as convenient single-serve stick packs; ideal for adding to smoothies or juices, or using as an alternative to sugar for sweetening yogurt, muesli or cereal. Capsules are also available for on-the-go ease.

Josie Elles, Head of Category Management (Wellness & Beauty) at John Bell & Croyden, Wellbeing Emporium & Pharmacists to Her Majesty the Queen said: “Since launching with us late last year Aduna baobab has come from out of nowhere to become John Bell & Croyden’s best-selling supplement of 2013. Both the brand and the product are ones to watch.”

Al Overton, Buyer, Planet Organic added: “Aduna’s Baobab powder has become our best-selling superfood here at Planet Organic. It is a fabulous product from a rather wonderful company.”

Aduna is the first brand to make a serious investment in bringing baobab to the attention of a mainstream consumer audience since it was granted Novel Foods status in 2008.

Ten per cent of Aduna’s profits will be invested in social innovation projects via the Aduna Foundation.

Aduna’s Baobab Fruit Pulp Powder is available in Planet Organic, Wholefoods Market, John Bell & Croyden, As Nature Intended, The NutriCentre and Revital stores. The products are also available online with free delivery across the UK at www.aduna.com.

• Aduna Baobab Fruit Pulp Powder 170g (loose) RRP from: £17.99
• Aduna Baobab Fruit Pulp Powder (30 x 4.5g stick packs) RRP from: £24.99
• Aduna Baobab Fruit Pulp Capsules (90 x 500mg) RRP from: £22.99

ENDS

Notes to editors: ADUNA

Aduna is an Africa-inspired premium health and beauty brand whose mission is to breathe the vibrancy of Africa into the daily lives of people around the world, whilst creating a virtuous circle that feeds positive social impacts back to the source. Baobab is the first of many exciting and innovative African natural products that Aduna plans to bring to market.

Aduna means ‘life’ or ‘world’ in Wolof, the main local language of Senegal and The Gambia, where Aduna’s founders discovered their passion for Africa and their taste for baobab. Aduna’s logo is adapted from a Ghanian Adinkra symbol called ‘Owia Kokroko’ which stands for vitality, renewal, life-giving energy and the power of the sun.

THE BAOBAB TREE

Known as ‘The Tree of Life’ or ‘Upside Down Tree’, the prehistoric baobab is an icon of the African savannah, a symbol of life and positivity in a landscape where very little else can thrive. Growing wild in 32 different countries across the African continent and having a lifespan of up to 5,000 years, it is at the heart of many traditional remedies and folklore. There is no such thing as a baobab plantation; every tree is community-owned and wild-harvested.

BAOBAB – THE FEEL GOOD FRUIT

Aduna Baobab Fruit Pulp Powder is a delicious, nutrient-dense, raw wholefood. It is an excellent source of vitamin C, calcium, potassium, thiamin and fibre, and a source of vitamin B6. It also has one of the highest antioxidant capacities of any fruit in the world. Unlike other fruit, baobab dries naturally on the branch. We simply harvest, remove the seeds and sieve to produce a nutrient-dense raw wholefood that helps bring out your natural vibrancy. It’s no wonder it’s become known as The Feel Good Fruit.

THE ADUNA FOUNDATION

Every year, ten percent of Aduna’s profits go into the Aduna Foundation. The Foundation exists to support small-scale African producers in marketing their products internationally. It focuses on three key areas:

1) Social Innovation: investing in strategically relevant social projects in the communities where our products come from

2) Capacity Building: helping producers raise the quality of their production and processing in order to meet certification standards for core international markets

3) Regulatory: the EU has very strict laws for natural products, many of which have the effect of excluding producers from developing countries. Punching through the red tape requires major investment that goes beyond the reach of small scale producers.

For more information and images please contact:

Edie Barton-Harvey / Jennifer John
Ceres
T: 01189 475956
E: [email protected], [email protected]