ISM/ProSweets

wow!bab targets supermarkets with baobab cereals and bars

By Gill Hyslop contact

- Last updated on GMT

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.

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