Say Hello to the New Superfruits from Aduna

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

For centuries the women of Africa have turned to the baobab tree as a source of natural wellbeing, benefiting skin, hair and general health. Aduna, an Africa-inspired premium health and beauty brand, is now bringing the vibrancy of Africa to the rest of the world. Its first ‘Feel Good Fruit’ range allows everyone to enjoy the benefits of baobab as part of their daily diet.

Unlike other fruits, baobab dries naturally on the branch; it is simply harvested, the seeds removed and then sieved. It is a completely natural product and Aduna has made this pure, nutritious fruit pulp available as a loose powder or as convenient single-serve stick packs; ideal for adding to foods such as smoothies, juices, yogurts or cereal.

With one of the highest antioxidant capacities of any fruit in the world, it’s easy to see why Africa’s iconic baobab is being hailed as the next big super fruit. Containing over twice the antioxidants per gram of celeb favourite goji berries and more than blueberries and pomegranates combined, Baobab fruit is also an excellent source of fibre, 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 to have you looking young, fresh and red carpet ready.

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. A global trade in the fruit, which is entirely community-owned and wild-harvested, could deliver sustainable income streams to an estimated 2.7m households in Southern Africa alone. Ten per cent of Aduna’s profits will be invested in social innovation projects via the Aduna Foundation which exists to support small scale African priducers in marketing their products internationally.

Aduna’s Baobab Fruit Pulp Powder products are coming to Harrods, Planet Organic and Revital stores in October and are available from the new website launching in November 2012.

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