November 28, 2012

The Myth of Baobab

Baobab Coladas by Shaka Zulu's Bar Manager Tony Safqi (photo by George Torode)
For years in Africa, The Baobab tree has been the source of natural wellbeing 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.  

At a fabulous event at Shaka Zulu, we discovered how 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. Capsules are also available for on-the-go.  

With one of the highest antioxidant capacities of any fruit in the world1, it’s easy to see why Africa’s iconic baobab is being hailed as the next big super fruit. It contains over twice the antioxidants per gram of goji berries and more than blueberries and pomegranates combined.

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

If you are interested to know more about Baobab, see Aduna's co-founder Andrew Hunt's speech at IHT Luxury 2012: