Mexican superfood start-up Bio B was founded by Belinda Córdoba Vallejo four years ago. Inspiration for the business came when her father began encapsulating his own herbal supplements to manage his type-2 diabetes.
In addition to its original range of herbal and probiotic supplements, it now has three smoothie powders – maca & cocoa; moringa tropical; and curcuma chai – and three protein bars with plant-based protein.
The company tries to use natural, local ingredients and as few ingredients as possible, she explained, speaking to FoodNavigator-LATAM at ANTAD Alimentaria in Guadalajara last week.
“We use 100% cacao from Villahermosa in Tabasco […] and stevia from Mexico, agave inulin, passion fruit, moringa and pineapple from Mexico and also coconut from Colima. We try to use a lot of Mexican ingredients.”
The smoothie powders are lined up to be sold in certain retailers such as City Market and have a recommended retail price of between MXN$320 and MXN$500 depending on the flavor.
Launching at ANTAD Alimentaria, the protein bars are Bio B’s most recent product and took around two years to formulate.
Córdoba Vallejo said Bio B products had a premium positioning and price and so were not affordable for all Mexicans but she was keen to secure retail listings in mainstream shops to make them as accessible to as many people as possible.
Bio B’s biggest selling line, however, is its dietary supplements, which have 1,000 points of sale across Mexico. Within the supplements range, it recently launched three probiotic products with 25 billion, 50 bn, and 75 bn strains.
“We are one of the few [companies] in Mexico that has such good probiotic products because the strains of bacteria that we use have clinical studies behind them.”
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