Out of Africa: Bringing age-old ingredients to the west
6 Jan 2020Successfully introducing nutritious and appealing ingredients to western markets is a major prize, and the continent of Africa is a promising region for grains, fruits and vegetables with connotations of adventurous eating.
Many African-sourced foods are already well known, and ingredients like okra, sorghum and plantain are all on the rise in packaged foods, according to Mintel. But there is also a growing market for functional and nutritional ingredients that are less well known among Europeans and North Americans.
Kuli Kuli, for example, is a company that specialises in moringa, a West African tree used for its nutrient-dense leaves. Kuli Kuli sells moringa bars, powder, energy shots and teas, and works with women in West Africa to provide them with a sustainable livelihood by using more moringa locally and selling a portion of their harvest to the US market. The story of the ingredient plays an important role in its marketing.
Similarly, baobab fruit pulp was commercialised in Europe after PhytoTrade Africa won novel foods approval for the ingredient in 2008, and it also benefits from strong emphasis on sustainability and contribution to local communities. High in vitamin C, potassium and fibre, baobab pulp is found in a range of products including juice drinks and snack bars. Thought to be a natural energy booster, its greatest potential may be in a new wave of energy drinks targeted at the health conscious consumer. Matahi Energy Juice was a first mover in Europe in this space when it launched in France in 2013. The drink contains organic baobab fruit pulp and organic guarana as a source of caffeine.
Baobab also benefits from German government-backed project called Baofood, which aims to ensure a sustainable food supply in African nations harvesting the baobab fruit.
Traditional African grains like sorghum, freekeh, amaranth, fonio and teff are finding an enthusiastic market in North America and Europe, too, as consumers seek the latest ‘super grain’. Sales of ancient grains like quinoa – native to South America – have skyrocketed over the past few years, but consumers are always on the lookout for the next nutritious, high fibre ingredient. Recently, US-based grains specialist Terra Ingredients has announced a plan to scale up fonio production from West Africa – a grain that is notoriously hard to process – with an initial processing step in Senegal, followed by further processing in the United States.
Many packaged food trends start in fine dining, and African cuisine is on the rise in major centres around the world. According to Mintel, African dishes are often gluten free and high in plant-based protein, so chime well with current western food trends – and also are making headway in foodservice. The market researcher says many African cuisines and ingredients are unexplored outside of the continent, and present huge opportunities for innovation.
Related news
Plastic packaging reduction requires industry rethink
6 Jan 2023
The food and beverage sector is calling for industry-wide collaboration and business model updates to reduce the environmental impact of plastic packaging.
Read moreMisleading nutrition claims mask true sugar levels in baby food
5 Jan 2023
Some baby and toddler food and drink products, sweetened with fruit concentrate, contain up to four teaspoons of sugar per serving yet are marketed as having ‘no added sugar’, according to a survey by Action on Sugar.
Read moreAsian beverage brands deal with rising costs
4 Jan 2023
Decreasing bottle sizes or increasing prices? Asian beverage brands are finding “creative approaches” to manage rising costs, according to industry analysts.
Read morePreserving the freshness of food to fight waste
3 Jan 2023
Several companies are producing products that absorb ethylene, the hormone that causes food to ripen, in attempt to reduce food waste.
Read moreValue-seeking US consumers cut back on food spending
2 Jan 2023
Cheaper items, smaller sizes, and shorter grocery lists: inflationary effects coupled with a global long-term recession are set to continue shaping food spending habits, according to a recent Rabobank report.
Read moreOpportunities grow for lower-caffeine coffee
23 Dec 2022
Many consumers want the mental focus of caffeine without the jitters, prompting a wave of product development such as “half caffeine” ground coffee or ready-to-drink (RTD) cold brew blended with relaxing botanicals.
Read moreSuperfrau upcycles liquid whey for energy drinks
22 Dec 2022
US company Superfrau turns surplus whey into sustainable, upcycled-certified dairy products for the recovery drinks market.
Read moreMalaysian brand Nanka brings jackfruit range to Europe
21 Dec 2022
Malaysian brand Nanka is expanding to new Asian and European markets with its fast and ready-to-eat plant-based products based on jackfruit.
Read moreIs the UK on target to meet its 2025 Plastics Pact?
20 Dec 2022
Major food industry players, including Arla, Kerry, PepsiCo and TerraCycle, have signed the UK’s voluntary Plastic Pact to reduce plastic from the supply chain – but are they on track to meet their targets?
Read moreChinese food brand wants to give customers ‘the full experience’
16 Dec 2022
Food brand Xiao Chi Jie is revamping Chinese cuisine for the modern American consumer. The Washington-based company sells regional Chinese specialties like soup dumplings, noodle kits, and barbeque skewers direct-to-consumer in the US.
Read more