Functional shot brand Unrooted has expanded beyond liquids with the launch of single-serve baobab powder sachets, targeting growing consumer interest in fibre and gut health.
Its Good Fibre sachets are sold in packs of seven 6g portions, each containing 100% raw, wild baobab powder. Each serving contains 3.2g of fibre, around 11% of the recommended 30g daily intake, and is designed to boost fibre and vitamin C intake with minimal effort, says the brand.
The NPD aims to make baobab more accessible by offering a powder that can be added to smoothies, breakfast bowls, yoghurt, porridge or shaken with water. It will roll out via Ocado and DTC this month, followed by Boots later in the year (rsp: £5.95).
Unrooted has used baobab across its functional shots and dosing bottles range since launching in 2019, describing the superfruit as “one of the world’s most nutrient‑dense foods”.
Despite rising awareness of fibre’s health benefits, 96% of UK adults still fail to meet the recommended daily intake, with average consumption at just 16g, said Unrooted, citing the government’s latest National Diet & Nutrition Survey.
Unrooted founder Nathan Clemes said growing interest in fibre and gut health could “rival” protein in the next few years. “We are seeing consumers waking up to the importance of fibre in the diet and its direct impact on gut health,” he said. “In fact, during recent research with our consumers, 57% said that living longer and better was one of their main motivations for looking after their gut health.
“In response, we’ve continued to innovate using our hero ingredient baobab – one of the most nutrient-dense fruits in the world – to provide a solution to the very real fibre gap in the UK.”
Ocado reported a 57% year-on-year rise in searches for fibre in 2025. “We’re seeing strong demand for simple, functional products that support fibre intake, and Unrooted’s baobab sachets offer versatility, convenience and the nutritional benefits our customers are looking for,” said Ocado buyer Megan Conroy.
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