Africa-Inspired Health Food Brand Aduna Launches Seedrs Campaign: Seeks £325,000 to Fund Next Phase of Growth

Aduna, a London-based African-inspired food brand, has launched a Seedrs initiative to raise £325,000 to fund the company’s next phase in growth. Founded in 2012 by Nick Salter and Andrew Hunt, the company offers a range of African superfood powders and energy bars.

The company’s products are currently being sold in 2,000 stores in nearly 20 countries. In the UK itself, Aduna supplies to more than 1,000, which includes Holland & Barrett, Ocado, Whole Foods, and Planet Organic. Aduna claimed its key mission is to bring the natural vitality of Africa’s ancient ingredients to consumers around the globe while creating sustainable livelihoods for small-scale producers. It was revealed:

As a purpose-driven brand that takes innovative African superfoods and markets them through mainstream food and drink categories, Aduna is at the intersection of all these trends. And we are growing fast. In 2016, we rolled out into all 750 Holland & Barrett stores, secured our first grocery listing with Ocado, entered five new international markets, achieved our first two profitable months and hit over £1 million in turnover.”

While sharing more details about the company’s products, Hunt shared:

“25% of the world’s botanical species originate from Africa, yet less than 1% of what you find on shelf. This, combined with the health and wellness sector’s insatiable appetite for exciting, new natural ingredients, presents a huge untapped opportunity. Aduna identifies Africa’s most nutritious natural ingredients and transforms them into delicious health foods, driving category growth for our retail partners. By sourcing directly from small-scale producers, we create sustainable livelihoods for rural households: we are a business driven by profit and purpose. This new raise is an opportunity for investors and customers to be part of Aduna’s future success, while making a meaningful contribution to the lives of women in some of the most remote parts of Africa.”

Stephen Dawson OBE, former Chairman of ECI Partners, Aduna Investor, added:

“I’ve been an investor in private equity for the last 40 years. I’m an investor in Aduna and I plan to invest further in the current financing round. Aduna is that rare combination of achieving both financial and social returns. On the financial side, it has it all: a high growth global market, an award-winning brand, an exceptional team and serious market traction. On the social side, it has a mission to transform the lives of millions of rural African households.”

Since its launch, the campaign has successfully secured nearly £250,000. It is set to close later this spring.


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