Aduna plants moringa capsules in the immunity market

18 Nov 2020 --- UK-based health food brand Aduna is launching organic moringa capsules amid increasing interest in the “super leaf” and soaring demand for immunity-boosting supplements. The new product will add to the company’s portfolio of health products using ingredients from various African countries.

“All our moringa products are made from 100 percent organic, pure moringa leaves. Every batch undergoes in-depth microbial analysis to guarantee the highest possible quality,” Andrew Hunt, co-founder and CEO of Aduna, tells NutritionInsight. 

“Our new moringa capsules are aimed at consumers who may not have the time to make a daily green juice or smoothie but still want to get the exceptional nutritional benefits.”

The “Miracle tree”
Moringa oleifera, also known as the drumstick tree, is valued worldwide for its medicinal properties.

“Moringa is one of the world’s most nutrient-dense plants and is like a natural multivitamin,” explains Hunt. 

Aduna’s moringa is certified by the UK’s Soil Association. 

Aduna’s moringa is certified by the UK’s Soil Association. 

As well as being a complete protein with all 9 essential amino acids, moringa is also rich in iron, fiber, calcium and antioxidants. It is also a source of vitamins E, A and K. 

“Moringa is also an adaptogen, a group of botanicals thought to help the body fight internal and external stressors,” he continues. 

Moringa leaves are commonly consumed as a raw powder added to food and drink or as a tea. 

African moringas originate in Konso, an area in southern Ethiopia. For centuries, the plant’s leaves, seeds and flowers have been consumed as food by people of the six tribes of the Southern Nations, Nationalities and Peoples’ Region (SNNPR). 

According to the Konso Woreda Agriculture and Natural Resource Development Office, around 80,000 households consume African moringa products daily.

Environmental benefits 
Growing and harvesting moringa provides a way for Aduna to contribute to environmental sustainability at the trees’ source in Africa, says Hunt. 

“Aduna has planted more than 50,000 moringa trees in northern Ghana, which we believe will help restore some of the more degraded soils.”

The trees themselves offer a range of benefits to their environment as well. “It is fast-growing, perennial and drought-resistant, forming a natural wind-break to prevent soil erosion,” he explains.

Despite the moringa trees’ qualities, formulating health products from its leaves is a significant challenge for producers. The European Food Safety Authority last year refused to qualify powdered moringa stenopetala as a “traditional food” (TF) due to the troubles of assessing its quality. 

Aduna says it has overcome the hurdles in developing quality moringa oleifera (certified as a TF), which was not easily done. 

“The main difficulty in developing any moringa product is quality and consistency of supply. Moringa leaf powder is notoriously difficult to produce as it is mostly grown in developing countries where infrastructure can be poor and resources limited,” explains Hunt. 

Each capsule contains 1500 mg of powdered moringa leaves.“Due to its exceptional nutrient profile, it is also highly attractive to microbes. We’ve tested moringa from hundreds of producers all around the world, and only three have qualified. When buying moringa, it is important to use an organic certified moringa brand to ensure the powder is free from any harmful substances.”

The company’s care in sourcing its leaves has earned it official status in the UK. 

“Aduna moringa is certified by the UK’s leading organic certification body, the Soil Association. All our moringa products are made from 100 percent organic, pure moringa leaves, and every batch undergoes in-depth microbial analysis to guarantee the highest possible quality,” Hunt asserts. 

COVID-19 makes fertile ground for moringa 
The moringa capsules add to an increasing trend of products addressing immunity in the wake of the COVID-19 pandemic. 

“As a result of the COVID-19 outbreak, healing foods, immunity-boosting ingredients, adaptogens and multivitamins are all experiencing an uptake in demand,” says Hunt. 

“Moringa ticks all these boxes and more as it is also highly sustainable and has a significant social impact.”

Recent Innova Market Insights shows that 45 percent of global consumers are consuming more F&B products that boost their immune systems in the wake of COVID-19. 

By Louis Gore-Langton