Aduna

What Aduna does

Aduna is a London-based, B Corp-certified consumer packaged goods company that develops, markets, and sells African-inspired superfood products, founded in 2011/2012 by Andrew (CEO) and Nick after the founders discovered baobab in The Gambia and Senegal. The company builds a vertically-considered supply chain, sourcing directly from 3,300+ female producers in Northern Ghana (baobab wild-harvesting) and small-scale producers in South Africa, India, and West Africa (moringa, cacao, hibiscus, fonio, shilajit), with FairWild, Soil Association, and B Corp certifications underpinning the supply claim. Every batch is independently laboratory tested for heavy metals, pathogens, pesticide residues, and bioactive content (e.g., ~200mg flavanols per 20g of cacao, 80% fulvic acid in shilajit).

The product portfolio centres on Baobab, Moringa, Super Cacao, Hibiscus, Shilajit, Black Maca, and Fonio, sold as single-ingredient powders, capsules, teas, beauty oils, and formulated blends (Super Greens, Energy, Mind, Good Gut, Radiance), plus themed bundles including a Melissa Hemsley co-branded edit. The business operates a D2C e-commerce site (subscription plus one-time, 15% off subscription, free UK shipping over £30, international shipping calculated at checkout), wholesale distribution through stockists led by Holland & Barrett (850+ UK stores), an ingredients B2B site (adunaingredients.com), and an affiliate program for influencers and nutritionists. Unit pricing ranges from £3.99 (Fonio 250g) to £58.99 (2kg Super Cacao). Marketing leans heavily on content (280+ recipes), the 'Feel Good Tribe' social community, and the Melissa Hemsley ambassadorship, with notable earned-media assets including a 2015 Virgin Business £100k grant backed by Sir Richard Branson and a UN award for innovative sourcing.

Name

Aduna

Legal name

Aduna Ltd

Website

https://aduna.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Aduna is a London-based, B Corp-certified superfoods brand that sources African-inspired ingredients (baobab, moringa, cacao, hibiscus, fonio, shilajit) directly from small-scale producers, selling through D2C e-commerce, Holland & Barrett retail, and wholesale channels to health-conscious consumers.

Ownership category

akta.pro rank

Product category

Functional Foods and Nutritional Supplements

NAICS

Dried and Dehydrated Food Manufacturing (311423)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Digestive Health OTC (Antacids, Laxatives, Anti-diarrheals, Probiotics OTC) (CRADAMAE)

Keywords

• Superfood powders
• Plant-based supplements
• Functional food products
• Nutritional capsules
• Beauty oils

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer online sales through aduna.com. Products include superfood powders, blends, capsules, teas, beauty oils, and bundles. Subscription model offers regular deliveries at discounted rates. Free UK shipping on orders over £30.
2. Retail Distribution: Wholesale distribution through stockists including Holland & Barrett (850+ stores nationwide). Contact via [email protected] for wholesale pricing on bulk orders.
3. Affiliate Program: Commission-based program for online shops, bloggers/influencers, nutritionists, and trainers. Contact via [email protected].

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Aduna is a B Corp-certified superfoods brand that sells nutrient-dense, plant-based products including superfood powders, capsules, beauty oils, Super Teas, and formulated blends derived from ingredients such as baobab, moringa, cacao, hibiscus, and shilajit. Products are direct-sourced from small-scale producers, including 3,300+ women cooperatives in Northern Ghana, with every batch independently tested for purity and bioactive content. The company sells direct-to-consumer through aduna.com with a subscription option, distributes through Holland & Barrett and other retailers, and supplies wholesale bulk orders to businesses.

Product overview

Aduna is a B Corp-certified superfoods company offering a portfolio of nutrient-dense plant-based products centered around four hero superfoods: Baobab, Moringa, Cacao, and Hibiscus. The core product range includes single-ingredient superfood powders (Baobab Powder, Moringa Powder, Super Cacao Powder, Hibiscus Powder, Black Maca), specialty capsules (Moringa Capsules, Shilajit Capsules), beauty oils (Moringa Beauty Oil, Baobab Beauty Oil), Super Teas (Cleanse, Defence, Radiance, Mind, Thrive), and formulated Superfood Blends (Super Greens, Energy, Mind, Good Gut, Radiance). Additional offerings include Fonio Super Grain and bundled product collections. All products emphasize direct sourcing from small-scale producers, third-party batch testing for purity and potency, and independently verified health claims. The company is partnered with chef Melissa Hemsley and offers a subscription model alongside one-time purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Cacao Powder Single-origin high-flavanol cacao powder from Ghana, tested every batch for flavanol content to support heart health and natural energy; available in 100g, 275g, 500g, 1kg, and 2kg sizes.
• Super Greens Blend Organic superfood blend featuring ten superfoods including lion's mane, moringa, baobab, barley grass, spirulina, chlorella, and maca, formulated to support immunity, energy, and gut health.
• Moringa Powder Organic moringa leaf powder sourced directly from verified producers, marketed as nature's multivitamin for its iron, calcium, and plant protein content; available in 100g and 275g pouches.
• Moringa Capsules 180-count capsules containing 500mg organic moringa leaf powder per capsule, providing a convenient format for daily intake of moringa's nutritional benefits.
• Moringa Beauty Oil 100% pure cold-pressed moringa oil high in oleic acid, sourced from small-scale producers in South Africa, for skin and hair nourishment.
• Baobab Powder Wild-harvested baobab fruit pulp powder from women's cooperatives in Northern Ghana, high in vitamin C and prebiotic fiber; available in 80g and 275g sizes.
• Baobab Beauty Oil Cold-pressed baobab seed oil rich in antioxidants and emollients that hydrate, repair, and restore skin.
• Shilajit Capsules High-potency shilajit capsules containing 500mg purified shilajit at 80% fulvic acid, sourced from the Garhwal Himalayan range of Uttarakhand, India, for energy, vitality, and cognitive function support.
• Hibiscus Powder Organic hibiscus superfood powder rich in anthocyanins, supporting skin health, hormone balance, and cardiovascular function.
• Black Maca Black maca powder supplement supporting mental focus, hormone balance, and sexual function.
• Fonio Super Grain 100% organic fonio ancient grain from West Africa, naturally gluten-free, quick-cooking (3 minutes), rich in iron, zinc, B vitamins, and phosphorus; available in 250g and 1kg sizes.
• Cleanse: Moringa Tea Super Tea blend of moringa, peppermint, fennel, and nettle in pyramid bags, supporting digestion and natural cleansing; caffeine-free.
• Defence: Baobab Tea Super Tea featuring baobab with lemon and ginger for immune support.
• Radiance: Hibiscus Tea Super Tea featuring hibiscus for skin health and radiance.
• Mind: Cacao Tea Cinnamon-spiced cacao tea for mental focus and cognitive support.
• Thrive: Green Tea Green tea with turmeric blend for vitality and restoration.
• Mind Superfood Blend Superfood blend featuring lion's mane and schisandra for enhanced mental clarity and focus.
• Good Gut Superfood Blend Superfood blend supporting gut microbiome health and digestive function.
• Radiance Superfood Blend Superfood blend featuring baobab, hibiscus, and goji for skin health support.
• Energy Superfood Blend Superfood blend featuring baobab, maca, guarana, moringa, matcha, lion's mane, and ginger for sustained natural energy without crash.
• Super Tea Bundle Bundle of five Super Tea varieties offering diverse functional benefits.
• Moringa Bundle Bundle combining Moringa Powder 275g, Moringa Homeware Tin, and Cleanse: Moringa Tea.
• Natural Energy Bundle Bundle featuring superfoods for natural energy support.
• Gut Health Bundle Bundle combining superfoods for gut microbiome and digestive health support.
• Glowing Skin Bundle Bundle featuring superfoods for skin health and radiance.
• Immunity Heroes Bundle Bundle featuring Super Greens blend, Baobab, Defence tea, and tin for immune support.
• Melissa Hemsley's Edit Curated collection of three everyday superfoods (Super Cacao Powder, Moringa Powder, Cleanse Tea) endorsed by chef Melissa Hemsley.
• Aduna Subscription Service Recurring subscription program offering regular deliveries of Aduna products at a 15% subscription discount, managed via the customer account on aduna.com.
• Wholesale and Bulk Ingredient Supply Wholesale pricing and bulk ingredient supply for trade buyers, retailers, spas, eateries, salons, and hotels, available via [email protected] and adunaingredients.com.

Quantifiable outcome

• Reduces tiredness and fatigue through natural iron content (moringa)
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Melissa HemsleycoreGTM or Marketing PartnerCelebrity chef and author partnership. Melissa has been using Aduna superfoods since publishing her first cookbook. Partnership includes dedicated landing page (melissa-hemsley), exclusive bundle (Melissa's Superfood Essentials), and recipe content collaboration. Quote: 'Good food should feel natural - nourishing, simple and rooted in purpose.'
• African UnionminorStrategic or Co-development PartnerProud partner with African Union for sustainable sourcing initiatives.
• Great Green Wall InitiativeminorStrategic or Co-development PartnerPartner with Great Green Wall initiative and World Economic Forum strategy for environmental restoration and climate resilience across Africa.
• FairWild FoundationcoreStrategic or Co-development PartnerFairWild certification for wild-harvested ingredients, verifying sustainability of harvesting practices and positive community impact. Applied to baobab sourcing.
• UNCCD (United Nations Convention to Combat Desertification)minorStrategic or Co-development PartnerPartner organisation for environmental sustainability and desertification combat initiatives.
• Business Fights PovertyminorStrategic or Co-development PartnerPartner organisation for social impact and poverty alleviation through business.
• ORGIISminorStrategic or Co-development PartnerPartner organisation for sustainable sourcing initiatives.
• Women's Cooperatives in Northern GhanacoreStrategic or Co-development PartnerDirect sourcing partnerships with women's cooperatives in Northern Ghana for baobab wild-harvesting. Over 3,300 women earn sustainable incomes through this partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sevenhills Wholefoods: UK-based superfoods, nuts and grains retailer/brand with own-label superfood powders. Comparable as a UK operator in the organic/superfood space serving both D2C and wholesale channels with overlapping product categories.
• Naturya: UK-based superfoods brand selling moringa, baobab, cacao and other plant-based powders direct-to-consumer. Closely overlaps Aduna's product portfolio (moringa, baobab powders, blends) and D2C retail channel, with similar price positioning and target customer.
• Erbology: UK plant-based functional food brand selling superfood powders, oils and snacks with sustainability credentials. Directly comparable as a UK-based premium superfood D2C brand with similar B Corp-style positioning and health-benefit-led marketing.
• Your Super: Superfood powder mixes brand selling blends formulated for specific outcomes (energy, immunity, sleep). Comparable as a curated-blend superfood brand serving health-conscious consumers via D2C subscriptions with similar everyday-health positioning.
• Indigo Herbs: UK-based herbs, superfoods and natural wellness retailer/brand selling powders, capsules and tinctures. Comparable as a UK D2C + wholesale channel operator in the superfoods/herbal supplements space, with overlapping product formats and customer base.
• Organic Burst: UK superfood powders brand selling organic plant-based protein and vitamin blends. Comparable as a UK-based premium superfood D2C brand with similar ingredient focus (moringa, chlorella, spirulina) and B2C health-driven marketing.

Broad incumbents

• Pukka Herbs: UK-based herbal tea and wellness brand, acquired by Unilever in 2017. Directly comparable to Aduna as a UK plant-based wellness brand selling through Holland & Barrett and D2C, with similar certification credentials (organic, B Corp) and herbal positioning — only at much larger scale.

Emerging players

• The Beauty Chef: Australian/American gut-skin axis supplement brand selling inner beauty powders and capsules. Comparable in gut-health and skin-health benefit positioning and D2C subscription model, though more beauty-adjacent than Aduna's core food-led positioning.
• WelleCo: Celebrity-backed (Elle Macpherson) Australian supplement brand selling plant-based nutritional powders. Comparable in celebrity-endorsed premium superfood positioning and D2C-led model, though focused on a single 'super-elixir' hero product rather than Aduna's broader portfolio.

Regional players

• Moon Juice: US-based premium superfood and adaptogen brand selling powders, blends and supplements. Comparable in premium plant-based blends and adaptogens (maca, shilajit, reishi) with strong wellness positioning, though geographically US-focused rather than UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/adunasuperfoods
• Xx.com/AdunaWorld
• Facebookfacebook.com/Adunaworld
• LinkedInlinkedin.com/company/aduna-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aduna