Just days after launching its equity crowdfunding campaign on Seedrs, Aduna, a London-based African-inspired food brand, has successfully secured its initial£325,000.
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 includesHolland & 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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Reg A - Form 1-A Filings Beta
Beta. Initial Form 1-A only. Target raise is the stated Amount to be Raised, totaled. Compared with the same dates one year earlier.
YTD: Jan 1, 2026 - Oct 24, 2026 vs Jan 1, 2025 - Oct 24, 2025
Share this graph
Number of Filings131Prior 126 +4.0%
Target Raise, Total$3.40BPrior $3.54B -3.9%
This YTD
Year prior
Change
Filings
131
126
+4.0%
Target raise
$3.40B
$3.54B
-3.9%
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This display counts initial Form 1-A filings only. It does not represent subsequent filings, including Form 1-A/A amendments or Form 1-A POS post-qualification updates filed by the issuer. Amounts are the stated Amount to be Raised on the initial filing, not capital raised and not amounts revised in later filings.
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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. “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.”
