Health Food Brand Aduna Completes Seedrs Round With More Than £470,000 in Funding

Aduna, a London-based African-inspired food brand, has completed its equity crowdfunding round on Seedrs more than  £470,000 in funding. The initiative was launched in late February, originally seeking £325,000.

Founded in 2012 by Nick Salter and Andrew Hunt, Aduna now 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, Aduna supplies to over 1,000 retailers, which includes Holland & Barrett, Ocado, Whole Foods, and Planet Organic. The company also reported 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. Hunt previously stated:

“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 and Aduna Investor, added:

“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.”

Funds from the campaign will be used for the company’s next phase in growth.


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