MIA’s Mission Continues with Baobab & Salted Nibs Arrival


The MIA movement is showing no signs of slowing down as the premium ethical food brand adds a Baobab & Salted Nibs variant to its range of bars, which are wholly produced, crafted and packaged in Madagascar.

Following the brand’s successful crowdfunding campaign on Seedrs, which raised over £130K and launch in Whole Foods, the new launch contains the on-trend superfood ingredient baobab, which has been sourced from African-inspired health food brand Aduna and provides the bar with a sweet and citrussy flavour.

Baobab grows on Africa’s ‘Tree of Life’ and is the only fruit in the world that dries naturally on the branch. After bathing in the sun for six months, the dry whiteish pulp inside the fruit is harvested and sieved to produce a 100% natural and organic powder which is nutrient-rich and contains more antioxidants than any other whole fruit.

MIA Baobab & Salted Nibs– Rich 65% dark chocolate is infused with the superfood zing of African baobab powder and topped with a sprinkling of salted cocoa nibs to create a savoury crunch which gives away to natural notes of red fruit.

The new variant joins the brand’s other bars – 100% Cocoa, 75% Dark Chocolate, 65% Coconut, 65% Almond & Coconut, 65% Cranberry & Hazelnut, 65% Candied Orange and 65% Hemp & Almond. The bar is available immediately to retailers in 75g packs in cases of 10.

Brett Beach, Co-Founder of MIA, said:

“We’re thrilled to be working with Aduna on our latest launch as their mission is similar to that of MIA. We both look to support African producers and create change. Baobab as an ingredient is becoming more and more popular in the UK and it once again shows the wonderful breadth of ingredients produced throughout Africa. It adds a fantastic zing to the bar and is delightful when combined with the crunch of salted cocoa nibs. We think consumers will love it!”

About MIA

MIA, which stands for ‘Made In Africa’, was set up by a group of foodies with a shared passion for the continent, its people, wildlife and natural ingredients.   MIA works in collaboration with local communities, growers and craftspeople in Africa to discover the best ingredients and uses them to produce the finest tastes, textures and flavours.

MIA crafts each and every product from start to finish in Africa, including the entire chocolate making process – from roasting, shelling and grinding to tempering and packaging – bringing three to four times more benefit to local communities (vs. export of raw ingredients).

MIA ensures each bar’s premium quality and the unique flavours of the terroir by using Criollo, Amelonado and Trinitario cocoa, which is all classified as fine flavour by the International Cocoa Organization. MIA cocoa is sourced directly from independent farmers in the Sambirano Valley of northwest Madagascar.

The MIA brand recently received the Proudly Made In Africa award of excellence in African industry, and thanks to successful crowdfunding the company is planning to increase production, purchase new equipment at the factory in Madagascar and eventually expand beyond chocolate to other food categories like honey, coffee and nut butters, all the while crafting products in Africa in line with the company ethos.

For further information, visit:


Instagram – @miaflavour

Facebook – www.facebook.com/miaflavour

About Aduna

Founded in 2012 by British social entrepreneurs Nick Salter and Andrew Hunt, Aduna is an Africa-inspired health food brand and social enterprise. The company makes delicious, nutritious health foods powered by African superfoods, boosting the health of consumers while creating sustainable incomes for rural African households. Aduna means ‘life’ or ‘world’ in Wolof, the main local language of Senegal and The Gambia where Aduna’s co-founders discovered their passion for Africa. Their logo is adapted from a Ghanaian Adinkra symbol called ‘Owia Kokroko’ which stands for vitality, life-giving energy and the power of the sun. Aduna’s African superfoods Baobab fruit, Moringa leaf and Super-Cacao are available as pure powders for boosting food and drinks and raw energy bars made from cold-pressed fruit and nuts with no added sugar. Wherever possible, Aduna sources its ingredients directly from small-scale producers in Africa. 850 women in Upper East Ghana are receiving sustainable income flows through Aduna’s baobab supply chain, enabling them to provide basic needs for their families.


Instagram: @adunaworld

Facebook: www.facebook/adunaworld