The baobab tree is common across sub-Saharan Africa and can live for over a thousand years. The fruit it produces has been a food source in East and West Africa for centuries. What's changed recently is that Western markets have started importing it which says something about its nutritional value, even if the marketing around it tends toward exaggeration.
The fruit pulp is what's nutritionally significant. It's high in vitamin C higher per gram than oranges and contains substantial soluble fibre, which slows digestion and supports stable blood sugar. It also provides potassium, magnesium, and a range of B vitamins. The flavour is tart and slightly citrusy, which makes it more versatile as a food ingredient than many superfoods.
Soluble fibre is worth paying attention to specifically. Most people in urban Kenya, like most people in cities globally, eat far less fibre than their digestive systems require. Baobab is one of the more concentrated whole-food sources available locally.
The tree grows in Kenya's drier regions and doesn't require irrigation or intensive farming. It's one of the few crops that's both nutritionally useful and low-impact to produce. For a snack brand trying to source ingredients responsibly, that combination is rare.