Clare Baker, head of product development at Cambridge Commodities said the organic, wholefood powder extracted from the African baobab tree meets the criteria for many consumers looking for healthy, sustainable and natural ingredients in their food.
“It is bursting with antioxidants, natural electrolytes and has a 50% fibre content,” commented Baker.
“Not only does Baobest offer functional benefits, it is harvested by hand from wild baobab trees in southern Africa, helping to protect the ancient tree,” she added – noting that the ethical sourcing story of is a good fit with millennial consumer needs for ‘authentic ingredients.’
Henry Johnson, European sales manager at Baobab Foods suggested that early adopters in the healthy foods markets are building baobab into their R&D pipelines – but said the versatility of Baobest powder is also starting to attract more mainstream food brands and retailers.