The super fruit is now a best seller
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.
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 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 has also rapidly become 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. 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.
Tagged in Nutrition Super Food Supplement Healthy Food