SUBSCRIBE

Breaking News on Industrial Baking & Snacks

Trends > Diversification

ISM/ProSweets

wow!bab targets supermarkets with baobab cereals and bars

Post a comment
Gill Hyslop

By Gill Hyslop+

09-Feb-2017
Last updated on 13-Feb-2017 at 09:44 GMT2017-02-13T09:44:56Z

The wow!bab range of snack and cereal products contain baobab fruit powder.

The wow!bab range of snack and cereal products contain baobab fruit powder.

German cereal and cereal bar company Frutelia is eyeing mainstream supermarket listings for its wow!bab product range containing baobab fruit powder.

Managing director Frédérick Letellier set up the company in Munich, Germany in 2010, and launched the range of organic cereals, sprouted seed crunchies and cereal bars two years later.

According to Letellier, the powdery white fruit inside the green pod purportedly contains six times more vitamin C than oranges, twice the calcium of milk and more potassium than bananas, as well as antioxidants, iron, magnesium and fiber.

“It adds a tangy flavor to the bars, because of its high vitamin C content,” he told BakeryandSnacks, while exhibiting his products at ISM in Cologne recently. “It also contains a lot of pectin, which makes it a natural thickener.”

Ancient African icon

The baobab tree, often referred to as the Upside Down Tree because its branches resemble roots, is native to several African countries, where it’s often eaten fresh from the shell as a snack.

It’s common for trees to live to over 1,000 years and some specimens are believed to be as old as 3,000 years.

Letellier sources his fruit powder from Senegal, and believes baobab farming is a growing industry that is important for the economy of the West African country.

All the wow!bab products are vegan and gluten-free, and contain no added sugars, flavors or colors. They’re also devoid of palm fats.

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Schur to alter US packaging for Pepperidge Farm and Walkers Shortbread

Schur looks to upgrade packaging for Pepperidge Farm and Walkers Shortbread in US

Tracey Gilmore

Director of business development , Schur Packaging Systems

Mr Trotter: British pride secures listings on high street

Mr Trotter: British pride secures listings on high street

Matthew Fort and Tom Parker Bowles received “an overwhelmingly positive response” from the moment they launched...

UK cricket flour energy bar wins ife 2017 Sustainable Packaging Award

UK cricket flour energy bar wins ife 2017 Sustainable Packaging Award

Yumpa, a range of energy bars made with cricket flour, is the first of...

Have your cake and eat it: The Brexit effect on bakery and snacks

Have your cake and eat it: The Brexit effect on bakery and snacks

BakeryandSnacks asked exhibitors at ife 2017, held in London at the beginning of March,...

Pastinos takes on the premium snack market with pasta snack

Pastinos takes on the premium snack market with better-for-you pasta snack

UK brand Pastinos is targeting health-conscious snackers with a crunchy pasta snack as sales...

Gourmet breads on trend, says Bridor

Gourmet breads on trend, says Bridor

French artisan bakery maker Bridor says consumers are eating less bread, but are demanding...

Verdiujns extends portfolio of BRC-certified  wafers

Verdiujns extends portfolio of BRC-certified wafers

Verduijns Fine Biscuits launched three savory variants to its portfolio of organic wafers at...

Bread hit hard by price wars

Bread is ‘price war casualty’ – FoB director

Bread is one of the biggest casualties of the supermarket price war, as retailers...

food packaging, business, women

How to be a successful woman in the packaging industry

Passion, determination and ambition: all top tips for aspiring businesswomen, say three senior Swedish...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

USDA WASDE: Wheat supply up but ‘quality issue emerging’ says AHDB

Wheat supply up but ‘quality issue emerging’

Wheat supplies have hit record levels across the globe, but for France and some...

UK gluten-free businesses should storm Europe

Europe is ripe for UK gluten-free businesses

France and other European countries are prime targets for the UK’s established gluten-free (GF)...

Manufacturers are struggling with healthier food calls

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...