You have probably heard the term “superfood” thrown around in various health articles, but what exactly does that mean and where did the term come from? According to Harvard University, the term goes back farther than you might expect. “The earliest recorded example may have taken place in the early 20th century around World War I, used as part of a food marketing strategy. The United Fruit Company initiated an enthusiastic advertising campaign to promote its major import of bananas. It published informational pamphlets including Points About Bananas and the Food Value of the Banana. Initially the company had advertised the practicality of bananas in a daily diet, being cheap, nutritious, easily digested, available everywhere, good when cooked and not cooked, and sealed by nature in a germ-proof package. To get people to eat more, they suggested adding bananas in cereal for breakfast, in salads for lunch, and fried with meat for dinner.”

The term “superfood” continued to slowly gain speed, especially after the American Medical Association confirmed the health benefits of bananas. Now, in the 21st century, information moves much faster than it did a century ago and using catchy terminology can provide an immediate boost to sales. “According to Mintel research, in 2015 there was a 36% increase globally in the number of foods and beverages launched that were labeled as a ‘superfood,’ ‘superfruit,’ or ‘supergrain,’ with the United States leading those product launches. Quinoa and other ancient grains, chia seeds, and kale enjoyed consistent sales growth in 2017.  A recent list of the top 13 trending ingredients based on data from food and beverage startup companies include pea protein, seaweed, ginger, turmeric, matcha, oats, barley, and chickpeas.”[1]

So is there any truth behind the benefits of superfoods? Of course; the foods often labeled as superfoods do have a lot of health benefits. However, it is still important to be wary of creative marketing strategies. Before overindulging in the latest food craze, be sure to talk to your physician about your specific health needs. Some superfoods might be of great benefit to you, but others might be better left in ad campaigns and viral marketing strategies.

[1] “Superfoods or Superhype?” The Nutrition Source, Harvard University, 1 July 2019, www.hsph.harvard.edu/nutritionsource/superfoods/.