Aduna Superfoods: Building The Supplements Category 3.0

Many of you founders working with niche ingredients out there might have struggled with this question: How do you build a new category when consumers don’t yet understand the ingredient, retailers don’t know where to place it, and nobody is walking into stores asking for it?   In this episode of Brand Growth Heroes, I speak with Andrew Hunt, co-founder and CEO of Aduna Superfoods, about what category creation around niche ingredients really looks like for CPG founders. We talk about how he has built a business that is approaching £5M in annual revenue by bringing ingredients like baobab and moringa to the UK, to creating demand through education, sampling and relentless market development - until these ingredients are on the brink of becoming mainstream. What I found particularly interesting is how Aduna has evolved as the market around it has changed. The business started out highly ingredient-led and impact-led, but eventually hit a commercial ceiling. Around 2022, Andrew and the team shifted towards clearer consumer needs such as gut health and everyday wellness, while keeping the quality of the ingredients and their sourcing at the heart of the brand. Now, as wholefood supplements, gut health, UPF-free products and higher-quality functional ingredients all move further into the mainstream, Aduna is increasingly well positioned for what Andrew calls the next generation of superfoods. What You’ll Learn How Aduna created demand for ingredients consumers had never heard of Why getting a retail listing means very little if shoppers don’t understand what your product is for How intensive sampling helped take baobab from almost no rate of sale to a best-selling superfood Why Aduna moved from ingredient-first communication towards clearer consumer need states What founders building new categories can learn about timing, market education and knowing when the consumer is finally ready Key Topics Discussed Building a new category around unfamiliar ingredients Introducing baobab and moringa to the UK market Why Whole Foods initially rejected Aduna because “nobody comes in asking for baobab” Creating demand before there is established consumer awareness The role of sampling in category building Going from around 10 units sold in three months to becoming a best-selling superfood in Whole Foods and Planet Organic Using early retail success to unlock Holland & Barrett Why product education alone can become a commercial constraint Aduna’s strategic shift towards consumer needs such as gut health and radiance Protecting brand integrity while becoming more commercially focused The rise of wholefood powders and supplements Why ingredient quality matters as consumers become more knowledgeable Aduna’s “Superfood 2.0” thinking around bioactive compounds High-flavanol cacao and the difference between commodity ingredients and higher-quality functional ingredients Building a proprietary supply chain in Ghana and Burkina Faso Working with more than 100 women’s cooperatives Agroforestry, tree planting and community infrastructure The relationship between Aduna’s branded consumer business and its ingredient supply business Amazon as a major growth channel Amazon UK growing around 50–60% year on year The scale of the Amazon US opportunity Aduna’s ambition to grow towards £15 million over the next four years Building long-term sustainable growth rather than chasing scale at the expense of quality Useful links https://www.instagram.com/adunasuperfoods/?hl=en 20% Discount code for Brand Growth Heroes Fans: Use BGH20% at checkout at the Aduna store  Like this episode? PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves brilliant non-alcoholic drinks, or anyone trying to work out how to build a sharper, more focused growth model. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you. Join our community Instagram (https://www.instagram.com/brandgrowthheroes) LinkedIn (https://www.linkedin.com/company/brand-growth-heroes/?viewAsMember=true) Youtube (https://www.youtube.com/@brandgrowthheroes) Find out more about the programmes and courses Fiona runs here (https://www.brandgrowthheroes.com/mini-mba-2026) Join the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours. *** Thanks to Brand Growth Heroes’ podcast sponsor — Joelson, the commercial law firm *** If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers. But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property. That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands. Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today! Joelson is offering a FREE LEGAL CONSULTATION to all BGH listeners - just request it here - we highly recommend you take them up on it! Credits Thanks to our Sound Engineer Gyp Buggane at Ballagroove.com and the entire BGH team.