MIA introduces Baobab & Salted Nibs
Ethical food brand MIA has rolled out a Baobab & Salted Nibs variant to its range of bars, which are wholly produced, crafted and packaged in Madagascar.
Following the brand’s successful crowdfunding campaign on Seedrs, which raised over £130K and launch in Whole Foods, the new launch contains the on-trend superfood ingredient baobab, which has been sourced from African-inspired health food brand Aduna and provides the bar with a sweet and ‘citrusy’ flavour.
Baobab grows on Africa’s ‘Tree of Life’ and is believed to be the only fruit in the world that dries naturally on the branch. After bathing in the sun for six months, the dry white-ish pulp inside the fruit is harvested and sieved to produce a 100% natural and organic powder, which is nutrient-rich and contains more antioxidants than any other whole fruit.
MIA Baobab & Salted Nibs consist of 65% of dark chocolate and is infused with the African baobab powder and topped salted cocoa nibs to create a savoury crunch which gives away to natural notes of red fruit.
The new variant joins the brand’s other bars, which include: 100% Cocoa, 75% Dark Chocolate, 65% Coconut, 65% Almond & Coconut, 65% Cranberry & Hazelnut, 65% Candied Orange and 65% Hemp & Almond.
Brett Beach, Co-Founder of MIA, said: “We’re thrilled to be working with Aduna on our latest launch as their mission is similar to that of MIA. We both look to support African producers and create change.
“Baobab as an ingredient is becoming more and more popular in the UK and it once again shows the wonderful breadth of ingredients produced throughout Africa. It adds a fantastic zing to the bar and is delightful when combined with the crunch of salted cocoa nibs. We think consumers will love it.”