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Aduna launches new Superfood Energy Bars

Africa-inspired health food brand Aduna has revealed the launch of a new range of Superfood Energy Bars. Made from dried fruit and nuts and powered by nutrient-rich African superfoods, the range has been designed to take African superfoods into the mainstream – by delivering on taste, texture and nutrition in equal measure, the company says.

Developed in response to consumer and retailer demand for naturally healthy snacks with functional benefits, Aduna Superfood Energy Bars are said to be 100% natural and contain no added sugar, preservatives, additives, gluten or dairy ingredients.

Each bar is a source of fibre and at least two vitamins and minerals that support energy release.

The range, which rolls out in Holland & Barrett stores nationwide from August, includes Aduna’s three existing bars – which have also had a packaging and recipe revamp – as well as three new flavours: Banana Boost with Baobab Superfruit; Berry Bite with Hibiscus Superflower; and Choc-Orange Burst with raw Cacao.

According to Aduna, the new bars have a more indulgent, brownie-esque shape and new packaging with real stand-out shelf appeal.

Andrew Hunt, co-founder and CEO of Aduna, says, “Our new bars bring the extraordinary health benefits of our African superfoods to an even wider consumer base, tapping into three major trends: naturally healthy foods, superfoods and ethical consumerism.

“The range will drive category growth for our retail partners by bringing superfood consumers into the bar category and attracting millennials looking for products that make a positive social impact – and based on the response from consumer testing, they are set to be a hit.

“Our bars were blind taste tested against a leading competitor and scored 7.10/10 vs the competitor’s 6.06. Scores of seven or more out of ten are deemed ‘exceptional’ by the facility.”

Aduna’s range of Baobab, Moringa and Cacao superfood powders and superfood energy bars are sold in 2,000 stores in 18 countries. In the UK, the company supplies over 1,000 retailers including Holland & Barrett, Ocado, Whole Foods and Planet Organic. In 2017, Aduna achieved annual revenues of over £1m.

The 40g Aduna snacks bars are available at a RRP of £1.89.

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