As previously reported, Aduna was founded in 2012 by Nick Salter and Andrew Hunt. It offers a range of African superfood powders and energy bars. The company’s products are currently being sold in 2,000 in nearly 20 countries. Aduna now supplies more than 1,000 stores, 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.
“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 £1m in turnover.”
Hunt recently 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.”
Funds from the Seedrs campaign will be used for the company’s next phase in growth.
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