According to trade association dedicated to promoting sales of the fruit flesh baobab in the European Union in 2011 can finally be the year of a baobab tree.
powder from the pulp of Baobab has a dirty-white color and looks like a sorbet, he has an unusual taste of "caramel pears, and it can be used as a flavor enhancer or as reducers of sugar in the composition of certain products food and beverages.
This powder also is rich in vitamins B and C, potassium, calcium, iron, inulin prebiotic and antioxidants.
According to market research company Mintel, this super-fruit was a significant influence on the European market back in 2009, after approval from the EU as an innovative product in June 2008.
But despite the seemingly strong position, moderate consumption of the product 2009 surprised analysts and the industry which have attributed this situation the delay in obtaining U.S. licenses GRAS (which, in turn, was received in September last year).
In this regard, at that moment, the big food producers have been cautious and spent study the properties of baobab only minimally.
Distribution base - the key to success?
According to the company PhytoTrade, trade associations, representing a baobab tree in the South African industry "natural products" - the limited success of previous launches extract baobab tree in the EU was is the need to establish effective distribution networks.
representative PhytoTrade, Ebdi Collins (Abdy Collins) made the following statement: "2010 was really good year, many companies meet their goals for New Product Development (NPD), and we have expanded our distribution base and expect to see corresponding results in 2011. »
data from the company Mintel for 2010 confirm comments Ebdi Collins - the total number of new food products and beverages containing baobab tree in the EU amounted to 28 (except UK) - in this case, 19-runs occur in France, 6-Th - Germany and one each in Finland, Netherlands and Sweden.
«Undoubtedly, the general economic crisis has affected the speed of execution and development time (NPD) for this product," says Ebdi Collins. And Lucy Welford, Head of Market Development Company PhytoTrade, as previously reported by our publication that the introduction of a baobab tree in the Food can take a little longer due to its dry, powdery consistency.
Ebdi Collins said that "wide range" product launch worldwide in 2010, includes yogurt and cereal tiles containing baobab, which are sold in South African supermarkets, Woolworth (the most popular shops of the country). A run of baobab pulp in Japan is comparable to the popularity of Pepsi.
She notes that "in the EU, particularly in the UK food sector material experiencing a real rise. This is mainly due to the fact that there have worked very active distributor Organic Herb Trading Company (Trading Company selling organic herbs).
Rise in popularity of products for "Health & Beauty»
Products containing baobab, launched in the UK in 2010, include soft drinks, chocolate and ice cream, says Ebdi Collins. In this case, PhytoTrade now "just picks up speed in the EU after its distributor German-speaking countries had chosen the Swiss trading company IMPAG, since November last year.
representative of the British distributor of baobab tree Organic Herb Trading Company, told us: "Our main partner in this area - the company Yozuna [which sells jam and lemonade on the basis of a baobab tree] - it was one of the first brands that started use of baobab. We have analyzed the market and, indeed, may be the number of launches of products containing baobab yet not so big, but coming and the emergence of new products.
Other examples of products containing baobab tree in the UK market at present - it's chips with cider, and even London Gin. And in Europe, the super-fruit is part of the chocolate bars.
So, what exactly explains the popularity of a baobab tree among manufacturers Food? It is probably using it as a To reduce sugar in the food, it tastes good or high fiber content?
«This question is difficult to answer," says Ebdi Collins. Health & Beauty "- a mega-trend, to which address all the major manufacturers, and baobab meets this need. In addition, an exotic, unusual ingredient - which also attracts "
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most astonishing facts about the "magical" tree Baobab READ HERE
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on materials blogs Olga Demishevoy, Eugene Slavenkova
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