{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Brand Growth Heroes","title":"Aduna Superfoods: Building The Supplements Category 3.0","html":"","width":"100%","height":180,"duration":2461,"description":"Many of you founders working with niche ingredients out there might have struggled with this question:\nHow 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?\n \nIn 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.\nWhat 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.\nWhat You’ll Learn\nHow Aduna created demand for ingredients consumers had never heard of\nWhy getting a retail listing means very little if shoppers don’t understand what your product is for\nHow intensive sampling helped take baobab from almost no rate of sale to a best-selling superfood\nWhy Aduna moved from ingredient-first communication towards clearer consumer need states\nWhat founders building new categories can learn about timing, market education and knowing when the consumer is finally ready\nKey Topics Discussed\nBuilding a new category around unfamiliar ingredients...","thumbnail_url":"https://img.transistorcdn.com/0ozOtqRzcBWmBZEqvRDok1E7iKs6EmkwTVPod03PH6o/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82YzI2/ODgyOTczYWUxZTg4/YmUxMzI3MzUxMGM5/NmExOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}