Aduna Superfood Blends double social impact and return in sustainable packaging

Natural wellness brand Aduna has doubled its social impact in West Africa. The growth is linked to strong sales of its Superfood Blends. Now, the brand is relaunching the range in new recyclable tubs made from card. These updated tubs are easier to use and include clearer messaging.

Superfood Blends with purpose

Launched in 2024, Aduna’s five functional blends each contain 10 plant-based ingredients. These include 29 to 45 percent baobab – a nutrient-rich fruit that is both drought-resistant and climate-friendly.

Importantly, these are the only blends worldwide to carry B Corp, FairWild and People & Planet First certifications. As a result, they appeal to consumers who want wellness products that also create positive change.

Sales growth leads to community uplift

Aduna’s Superfood Blends saw a 101 percent increase in sales after launch. As a result, the brand now supports more than 3,300 women across Ghana and Burkina Faso, up from 1,500 a year ago.

These women earn fair incomes by wild-harvesting and processing baobab. On average, their earnings have more than doubled. This allows them to pay for school fees, healthcare and food. Many are also investing in small businesses and home improvements.

Furthermore, Aduna has planted over 35,000 baobab trees and is trialling biochar to enrich soil and boost climate resilience.

New tubs support daily wellness

Aduna’s updated packaging is made from recycled card. It is designed for ease of use, while keeping the range’s vibrant look and mission-led focus.

The blends remain organic, vegan and free from added sugar, sweeteners and synthetic ingredients. Each serving provides fibre and vitamin C. To use, simply add 1–2 teaspoons to smoothies, water, juices or breakfast bowls.

What’s in the range?

• Mind – Supports focus and stress relief with lion’s mane, reishi, cacao, schisandra and moringa
• Good Gut (formerly Digestion) – High in fibre with cinnamon, flaxseeds, ginger and chamomile to support digestion
• Super Greens – Boosts energy, immunity and gut health with moringa, spirulina, chlorella and wheatgrass
• Energy – Combines guarana, matcha, maca and baobab to fight fatigue
• Radiance (formerly Beauty) – Supports healthy skin and collagen with baobab, açai, goji and hibiscus

Market growth and consumer demand

The global market for superfood powders is expected to grow by 7 percent a year until 2030, reaching $11.5 billion. At the same time, 61 percent of shoppers now expect brands to give back and act responsibly.

In the UK, 71 percent of adults take supplements. This shows how mainstream the wellness trend has become. Aduna’s blends are made to meet this demand, giving shoppers a health-focused, sustainable option.

Backed by trusted certifications

Aduna’s blends meet high standards for ethics and impact:

• FairWild – Confirms that wild plants are harvested responsibly and workers are treated fairly
• B Corp – Recognises the company’s performance on social and environmental goals
• People & Planet First – Verifies that community and climate benefits are central to the business

Aduna Superfood Blends retail at £21.99 for 250g and are available from Holland & Barrett, Ocado, Planet Organic, Amazon and aduna.com.