About Us

Zuri means “beautiful” in Swahili. It reflects our belief in the beauty of nature, the strength of community and the power of ancient nutrition for modern wellness.

Born from a deep connection to Africa and its incredible natural resources, ZURI was created to bring nutrient-rich, naturally sourced superfoods into everyday life.

Our journey begins with the baobab - Africa’s “Tree of Life.” For generations, baobab fruit has been valued as a natural source of nourishment. We source our baobab from wild-harvested trees in Zimbabwe, working with women-led communities to gather and process the fruit sustainably.

For us, ZURI is about more than what goes into the product. It is about where it comes from, the people behind it and the positive impact it can create.

We believe wellness should be simple, natural and accessible - connecting the wisdom of ancient foods with the needs of modern living.

ZURI - Ancient nutrition for modern living.

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Founder Story

From a childhood snack to a vision for ZURI.

ZURI’s story is deeply personal to our founder, Tino. Born in Zimbabwe, baobab fruit was something she grew up eating simply as a snack - a natural part of everyday life.

When she moved to the UK in 2006, it was one of the little things from home that she missed.

Years later, while pregnant with her first child, Tino found herself craving baobab fruit intensely. At the time, she didn’t realise that her body may have been seeking the nutrients naturally found in this remarkable fruit.

That experience stayed with her. More than five years later, that childhood connection, the memory of home and a desire to share the goodness of baobab with the world came together.

Today, ZURI is born. What began as a childhood snack has become a mission to connect ancient African nutrition with modern living, while celebrating the communities, people and natural resources behind every product.