June 21, 2024

Habbatussauda, which is commonly simply known as black seed or black cumin, comes from the flowering plant Nigella sativa and has been used in traditional medicine for many centuries in Indonesia and many parts of South East Asia.

The purported health benefits of these black seeds range from heart health to weight loss to memory boosting, anti-inflammation and as a remedy for coughs and colds. It is particularly revered by the Muslim community as it had been specifically mentioned by Prophet Muhammad as being able to heal ‘every disease except death’.

“Anlene Gold 5X habatussauda draws inspiration from Indonesia’s rich medicinal flora including ginger, turmeric, dates, as well as habbatussauda which is much loved by Muslim consumers,”​ Fonterra Brands Indonesia Brand Lead for Anlene and Anchor Dairy Riszha Gandjar told FoodNavigator-Asia​.

“These small black seeds have been used in traditional medicine for centuries [due to] their antioxidant, anti-inflammatory, and other potential health-promoting properties [and this Anlene variant] is the first adult milk in Indonesia to contain this.

“For consumers today, an ideal adult milk does not only come with standard health benefits any longer, [but needs to highlight] natural ingredients and local flavours.”

Anlene Gold 5X habatussauda has been formulated with no added sugar, and its soft launch timed to take place during the holy month of Ramadan in Indonesia in order to maximise appeal with Muslim consumers.

“We know that habbatussauda itself contains over 100 valuable nutrients including the active ingredients nigellone and thymoquinone; in addition to significant proportions of protein (21%), carbohydrates (38%) and plant fats and oils (35%),”​ she added.


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