Speaking to NutritionInsight, Henry Johnson, Baobab specialist at EcoProducts, details the growing array of applications for the superfood, as well as the economic ripening of the environment for market growth for Baobab.
B'Ayoba CEO, Gus Le Breton “For us to have a big brand [Yeo Valley] on board is a major step forward. Obviously what we hope is the brand will grow consumer awareness, which will drive demand. So we’re quite confident other brands will start using it as well.
[Gus] Le Breton’s current company [B'Ayoba] buys baobab fruit in rural areas, organizes transport, extracts powder and oil, and engages in international trade. He is committed to improving the situation of people in the poorer regions of Zimbabwe too.
Channel 4 presenter Kate Quilton meets with Dr Sarah Venter from EcoProducts and witnesses the amazing glycemic index lowering properties of Baobab first-hand with researchers at the Oxford Brookes University in the UK.
One of FairWild’s newest certification scheme entrants, B’Ayoba, is a natural ingredients company that supplies Baobab (Adansonia digitata) products, ethically and sustainably wild harvested in partnership with rural producer communities around Zimbabwe.
This superfruit is rich in vitamins and minerals like calcium, potassium, and magnesium, which support the immune system and aid indigestion. In recent years, this superfood has gained popularity as individuals and companies add it to smoothies, açaí bowls, and snack bars.
Leading functional food and drink brand, MOJU, has launched a new Prebiotic Shot. Available to customers in a 500ml Dosing Bottle the new prebiotic has been designed to be shot daily, and expertly formulated to support immune and digestive health by encouraging a healthier, more diverse gut microbiome.
According to the nutritional figures of the baobab fruit, it has ten times the fiber of an apple; six times more vitamin C than an orange; twice the antioxidants of açai berries, four times more potassium than a banana and five times more magnesium than an avocado. Which explains the recent rage for these baobab products.
"I am proud that we are a pioneer in using baobab, which is packed full of antioxidants, vitamins, and minerals," said Co-Founder and CEO, Bryan Janeczko. "Studies have shown that the baobab fruit can enhance immunity, help balance blood sugar levels, reduce inflammation, and optimize digestive health. It's the perfect ingredient for our shortbread cookies."
Meet the tree of life: baobab – one of the African continent’s many nutritional marvels, known for its various medicinal benefits. In addition to hefty doses of vitamin C and plenty of fibre, the baobab fruit contains approximately six times more potassium than bananas.
Nexira has developed Inavea, an all-natural and organic synergistic formation of baobab and acacia. The formula offers scientifically-backed prebiotic effects that contribute to the balance of gut microflora for enhanced digestive health.
[Baobab brand] Koia, known for its low-sugar, 100% plant-based, naturally craveable, healthy, and delicious beverages, is taking the next step in the company's growth strategy by becoming a total beverage solution for consumers struggling to find truly healthy, low-sugar options and retailers challenged with underperforming grab-and-go beverage cold cases.
Baobab’s unique flavour (described as “subtly sweet with a lemony zing”), texture and nutritional content makes it a fantastic addition to a wide range of products - from snack bars to smoothies - or a key part of any superfoods range.
The mighty baobab tree is a significant African marker that generations have utilised for food, clothing, medicine and other useful products. The rest of the world is catching up to the benefits of its fruit, with health food companies calling it the newest "superfood".
Costco now serves Acai bowls, since it has been a recent food trend. This Costco Acai bowl, according to the menu description, is made of Acai and Baobab, which are both antioxidant-rich fruits. The bowls also have 9 grams of fiber, and no artificial colors or flavors.
Diabetes is a condition where the body struggles to control blood sugar levels. There are several different forms including diabetes type 1, which appears after birth, and diabetes type 2, which may develop later in life. Adding [Baobab] powder to your diet could help control your blood sugar levels.
During her years of researching baobabs, several of which pre-date Christ, Dr [Diana] Mayne [a baobab specialist] has observed some remarkable comebacks. "One of the worst cyclones ever recorded hit Madagascar in 2004 and completely uprooted a number of baobabs, but still they continue to flourish and produce fruit”.
The members of the African Baobab Alliance would like to therefore reassure baobab enthusiasts that they are free to continue consuming baobab products, safe in the knowledge that the baobab population is healthy.
Award-winning health drink innovators Drink Baotic have received a further boost to their brand when they received “support and encouragement” from the billionaire entrepreneur Sir Richard Branson. The meeting, during which Sir Richard declared his personal love for the source of their product, the African baobab tree.
The fruit contains ascorbic acid or Vitamin C that serves as a natural preservative and prevents scurvy. Baobab fruit powder and soda is perhaps the tastiest health drink children would love to drink. It is also good for glowing skin, rejuvenating a tired person in summer and building immunity against infections and diseases.
Delegates representing the baobab industry attended the launch and inaugural meeting of the 'African Baobab Alliance' (ABA) in Germany on the 17th February to discuss the future goals and structure of the organisation.
Dan Rusga, Yeo Valley’s Marketing Director said, “Baobab is going the be the hottest new food trend in 2018. The baobab fruit is one of Africa’s best kept secrets and we’re making it available to millions of people in the UK. We’ve paired baobab with vanilla in our newest yogurt and I can’t wait to see what our customers think”.
Baobab fruit is becoming increasingly popular amongst healthy foodies across the world - regularly sold as a powder - and it’s also a key part of the Hadza [Tanzanian hunter-gatherer tribe] diet, which [scientist Tim] Spector found was crushed and filtered: “I wasn’t expecting to like it. But actually it ended up like a citrusy milkshake”.
Alex Beckett, Global Food and Drink Analyst at Mintel, believes that baobab as an ingredient in energy drinks has a promising future with its impressive nutrition credentials, and often makes the lists of superfoods to watch.
Traditionally, baobab has been used in African populations to relieve symptoms of diarrhea, constipation, and dysentery. Some research has suggested that baobab fruit may reduce starch digestion and glycemic response in humans.
California based Kaibae started four years ago as a pure Baobab Fruit Powder brand, and founder Dr Luc Maes says that with the rise of pre- and probiotics, there's a big opportunity for baobab inclusion to increase this year.