Press releaseJanuary 2013Product Launch Analytics Innovation of the Week:Candy that’s actually good for you, thanks to a unique superfruit
A nutritional powerhouse with high levels of antioxidants, calcium, iron,potassium and more, baobab puts the “super” in the word “superfruit.” ThisAfrican fruit joins dates, cashews and almonds in a new product called GovindaBaobab Candy – the first non-chocolate confectionery product to be made withbaobab. New in Germany, this organic and vegan, no sugar added product is theinnovation of the week from Datamonitor’s Product Launch Analytics.
The giant baobab tree is called the “tree of life” for a reason.The tree’s baobab fruit has been a staple for centuries in partsof Africa where it is native. But most of the developed world is just learning about baobab and the health credentials that led
magazine to refer to it as the “king of superfruits.” Baobab has more calcium than a glass of milk,double the potassium of bananas, twice the iron of red meatand nearly four times the magnesium of coconut water. Thisexotic fruit headlines Govinda Baobab Candy, a new creamy,fruity “sweets” product from Germany that blends cashews,dates, baobab and almonds for a tasty citrus and caramel flavored treat. Baobab fruit isnaturally high in fiber, so a 100g serving of this confection delivers 9.9 grams of fiber.Tom Vierhile, Innovation Insights Director for Datamonitor says that “baobab has hugepotential thanks to its impressive health properties, and the light and tangy flavor of thisfruit blends well with other fruits, making it appealing to new product developers andconsumers alike.” He goes on to note that “baobab has been slow out of the gates sofar and has pretty much been a no-show in packaged foods despite a lot of interest,though this could be changing with launches like Govinda Baobab Candy.”