Nexira is leveraging brand storytelling to stimulate appeal around its inavea Baobab Acacia ingredient. The solution is an all-natural and organic synergistic formulation of baobab and acacia, two rising stars among African ingredients.

The solution is currently spotlighted at the ongoing Fi Europe Connect virtual tradeshow, wher featured wellness and immunity-boosting health ingredients are prominent.

“Demand for these two ingredients is rising,” Julie Imperato, marketing manager at Nexira tells FoodIngredientsFirst. “For baobab, rising awareness is linked to this ingredient, which is benefitting from the unique storytelling around its sourcing from African trees, as well as its unique flavor.” 

“For the acacia, it’s different. The ingredient was well-known for its technological properties. The gut health market is still growing and it helps to enhance new ingredients like prebiotics.”

When used synergistically, baobab and acacia are easily applied in a broad range of formulations. “More than trending formats, they are formulated in convenient, on-the-go and functional finished products,” notes Imperato.

“It could be the cereal bar you take as a snack during your day or while hiking, the functional shot for the end of your out-of-home lunch, or the dairy shot you take quickly in the morning to fuel your day.”

Pertaining to Nexira’s core launch strategy, Innova Market Insights’ “Storytelling: Winning With Words” and “A Star is Born” are two key 2020 trends that have steered product development this year and will keep impacting future launches.

Functional ingredients sourced sustainably from the desert
inavea Baobab Acacia offers scientifically-backed prebiotic effects that contribute to the balance of microflora for enhanced digestive health and general well-being.

In addition, the solution has demonstrated prebiotic activities. A study revealed its promotion of beneficial bacteria by the solution, including the Bifidobacterium spp. and specific bacteria families such as Akkermansiaceae and Christensenellaceae. 

The formula has also been certified FODMAP-friendly and is suitable for a low-FODMAP diet.

“Inavea is the first premium brand of organic and sustainable ingredients preserving natural resources, supporting local communities and aiming for a carbon-neutral footprint,” adds Imperato, commenting on how sustainable practices are integral to brand storytelling.

“We believe that low environmental impact is a major goal, appealing to eco-conscious consumers and necessary to sustainable growth.”

Innova Market Insights’ Innova Consumer Survey 2020 recently revealed that up to six in ten global consumers are interested in learning more about wher foods come from.

New horizons for baobab and acacia
While novel African-sourced ingredients are garnering continuous interest from formulators, UK health food brand Aduna partnered with the Great Green Wall flagship initiative to build a global value chain for baobab. 

The superfruit is estimated to be worth US$1 billion to rural Africa, sustaining the livelihoods of ten million households.

Meanwhile, a deeper technical understanding of acacia gum’s use in wine is coming to the fore through a partnership between Alland & Robert and Biolaffort. 

The collaboration made it possible to demonstrate and explain the stabilizing properties of acacia gum via an in-depth study of the phenomena involved in the stabilization mechanisms.