As people continue to search for a miracle cure for what ails and ages them, there will always be a market for “super foods,” that is, foods and beverages somehow deemed higher-than-average in health-promoting properties. Because consuming a wide variety of nutrient-rich foods and beverages is important to health, it makes sense to market super foods as nutrient-rich choices. But I get miffed when the marketing of super foods implies health benefits not backed by sound science. It’s not easy talking friends down from the high of “discovering” that the secret to a long, healthy life lies within bottles of superfruit beverages. 

But what makes a super food super? It’s hard to say since there’s no scientific or regulatory definition of super foods or superfruits. The marketing of super foods is a free-for-all. In such an environment, companies must act responsibly so as not to misrepresent their products and potentially mislead consumers. And in that, there’s a lot to consider.