UNIQUE SUPERFRUIT INGREDIENT NOW AVAILABLE IN UK

April 22, 2010, 1:49 pm
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British food manufacturers and retailers can now obtain baobab, the exotic fruit from Southern Africa which has extremely high nutritional qualities that outweigh other foods on almost every level including twice as much calcium as milk and more magnesium than spinach. The Organic Herb Trading Company (OHTC) has been appointed as the UK distributor for both the conventional and organic fruit pulp powder.

Following EU Novel Foods approval which gave the green light to supply the fruit pulp to the UK, it is now available for British manufacturers to start incorporating into products to capitalise on growing consumer demand for this super fruit.

A number of products containing baobab are already starting to hit retailer shelves across the UK including Selfridges and Whole Foods Market as well as a number of independent retailers. Early products include Baobar snack bars, Yozuna Fairtrade African Baobab Fruit Jam, Baobab and chocolate spread, Baobab and banana spread, Baobab lemonade and Baobab powder for use in home cooking.

The off white, powdery fruit pulp looks like sherbet and can be blended with anything. It is better suited as an ingredient rather than eaten on its own. The fruit powder has a unique tangy taste described as ‘caramel pear with subtle tones of grapefruit’. It is an easy and adaptable fruit that can instantly boost the nutritional value of many products. In addition to its extraordinarily high levels of key nutrients, it acts as a flavour enhancer, so another benefit for the health conscious is that less sugar can be used in products.

Baobab is supplied through a unique partnership between PhytoTrade Africa, the Southern African Natural Products Trade Association dedicated to helping low-income, rural communities by developing ethical and sustainable trade in natural products and Afriplex, a leading South African manufacturer of plant extracts.

Mike Brook from OHTC says: “We are starting to attract interest from a number of food manufacturers who are looking to roll out their own baobab lines from smoothies to cereal bars and to take advantage of the booming market in healthy foods.

Baobab is exceptionally adaptable and we are very excited about its wide range of uses as an ingredient.”

The price is £19.00 per kg of conventional baobab pulp powder and £21.50 for the organic version, with discounts for quantities of 5kg and above. Food Manufacturers wanting to order baobab or obtain a more detailed product specification should contact the Organic Herb Trading Company (Tel: 01823 401205). Retailers can obtain pre-packaged tubs of baobab through distributors, Marigold Health Foods (Tel: 020 7388 4515).

Ideal applications for baobab products include

· juices, smoothies and drinks

· cereals, cereal bars and snacks

· chocolate bars

· ice creams, yoghurts and dairy desserts

· jams, sauces, marinades and condiments

· specialty teas

· health supplements.

The optimum amount of baobab pulp recommended in products to benefit from the unique taste it provides and its nutritional benefits is around 10%, although this can vary depending on the product application.

For further press information, please contact: Clare Baxter at Kinross + Render PR on Tel: 020 7592 3100 or email: baobab@kinrossrender.com. For out of hours please call 0777 550 5176.

Notes to Editors:

PhytoTrade Africa is the Southern African Natural Products Trade Association dedicated to helping low-income, rural communities in Southern Africa by developing ethical and sustainable trade in natural products. It represents baobab producers across eight Southern African countries.

Baobab has previously not been allowed into the UK because legislation prevents the importation of food that was not commonly consumed in the EU before 1997. The EU Novel Foods approval in 2008 gave PhytoTrade Africa the green light to supply the fruit pulp to the UK.

The Organic Herb Trading Company has over 25 years of experience in supplying organic herbs and spices to both the UK and international markets. It offers the widest selection of organic herbs in the UK and is committed to the ethical and sustainable production of herbal ingredients.

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