Big Impact: The British Startup Behind The Unstoppable Rise Of Baobab!

6 months ago, baobab was about as familiar as Twitter to the 80’s. It’s unstoppable rise to fame goes beyond the remarkable wellness properties, credited largely to Aduna, a British startup on a mission to ‘make baobab famous.’ Their greater vision? To provide $1bn in sustainable income to 10 million households in rural Africa. 

The campaign landed Aduna a place on the shortlist at this year’s Pitch to Rich Competition – a Richard Branson initiative that gives startups a shot at £150k worth of marketing artillery. The shortlisting alone has seen this new (ok so it’s been around for hundreds of years) superfood – edge it’s way even closer toward gaining the household name status it’s backers seek.

Aduna is behind so much more than just the unusually named superfood. It’s co-founder, Andrew Hunt, is on a mission to create demand, create jobs for the rural African people who harvest baobab, and ultimately spread the wellness message.

Baobab is a raw wholefood available to western wellness punters in powder form, and is perfect for basically anything: smoothies, muesli, porridge… face masks even. In support of the campaign, we’re sharing 10 of the best benefits of baobab so that you can add it to your superfood-know-how book… and change lives while you’re at it…

1. Baobab promotes healthy digestion: Eating enough fibre is something a huge about of Brits struggle with. Baobab contains almost 50% of soluble fibre, meaning its digested gently through your body and promotes a healthy gut as it goes.

2. Fatigue fighter: It’s an excellent and very natural source of thiamin, calcium, vitamin C and B6 that all help to keep your energy levels steady all day.

3. Maintains a healthy immune system: Baobab is a little bomb of vitamins, and it’s absorbed like a food, rather than as a medicine, like many of your run-of-the-mill supplements will be.

4. Promotes collagen levels AKA younger, more supple skin: The high levels of vitamin C help to protect cells from oxidative stress, and restore vitamin E levels in the body that acts to protect and repair the skin.

5. Highest amount of antioxidants of any fruit: No secrets here – we love our blueberries but baobab has one of the highest antioxidant capacities of any fruit: five times that of the acai, and twice that of goji berries.

6. Helps reduce the visible effects of ageing: The blast antioxidants and vitamin C reduces the rate at which skins age and help improve elasticity in the skin.

7. A pre and post workout gem: We know the important of what you eat before and after a workout. The potassium and calcium content helps to repair muscle function while the vitamin B6 helps you normal metabolic burn.

8. Natural detoxification: Vitamin C is essential for body detoxification: it helps to neutralize free radicals and prevent the body from processing toxins that helps liver function.

9. Helps maintain normal blood pressure: Vitamin B6 contributes to the formation and maintenance of normal red blood cells, that is, helping keep your heart healthy!

10. Helps control blood sugar levels: The huge amounts of soluble fibre will control blood glucose levels, improve blood cholesterol and heart health.

Shop Aduna’s baobab range, including raw powder and the new health baobab bars.

www.aduna.com