UNROOTED debuts baobab fibre sachets

Functional shots brand UNROOTED launched Good Fibre Baobab Fruit Powder Sachets, its first move beyond liquid formats and a continuation of the brand's bet on baobab as a category-defining ingredient.

The single-serve sachets retail at £5.95 for a pack of seven (6g each), and are now listed at Ocado and Amazon, alongside DTC distribution on the brand's site.

What's in the pack

Each sachet contains 100% raw, wild baobab fruit powder. UNROOTED positions the product as a modular, low-effort way to add baobab to smoothies, porridge, yoghurt, or shaken with water. Each 6g sachet delivers 3.2g of fibre — roughly 11% of the UK's 30g recommended daily intake — alongside vitamin C, according to the brand.

Why fibre, why now

The launch lands inside a fast-emerging wellness narrative. Fibre, long the unfashionable cousin of protein and probiotics, is becoming a defined category in UK retail.

UK adults consume an average of 16g of fibre per day against a 30g recommended intake, and 96% fall short of that target, according to figures cited by UNROOTED.

Retailer signals are following. Searches for "fibre" on Ocado were up 57% year-on-year in 2025, per the grocer.

"We're seeing strong demand for simple, functional products that support fibre intake, and UNROOTED's baobab sachets offer versatility, convenience and nutritional benefits our customers are actively seeking today," said Megan Conroy, Ocado buyer.

"We are seeing consumers waking up to the importance of fibre in the diet and its direct impact on gut health," said Nathan Clemes, founder of UNROOTED. "In recent research with our consumers, 57% said that living longer and better was one of their main motivations for looking after their gut health."

Good Fibre Baobab Fruit Powder Sachets are available now at £5.95 per seven-pack on Ocado and Amazon, and via unrooteddrinks.com.