superfoods are thriving - food tech news in Asia

Superfoods are foods that are thought to be nutritiously dense and thus good for one’s health. Blueberries, salmon, kale, and acai are just a few examples of foods that have garnered the “superfood” label. However, there are no set criteria for determining what is and what is not a superfood. It is safe to say that “superfood” is more of a marketing term for foods that have health benefits.  

Superfoods contain a variety of nutrients such as antioxidants, which are thought to ward off cancer; healthy fats, which are thought to prevent heart disease; fiber, which is thought to prevent diabetes and digestive problems; phytochemicals, which are responsible for deep colors and strong smells, are thought to have numerous health benefits.  

According to Mordor Intelligence, the global superfoods market hit USD 152.71 billion in 2021 and will reach USD 214.95 billion by 2027 with a compound annual growth rate of 9.2%. 

Some new superfood brands are showing great momentum. Sunfood Superfoods is a family-run company based in San Diego, California, originally formed in 1995. The company provides supplements such as Super probiotics, liposomal immune boost, and digestive enzymes, functional blends such as super greens & protein, superfood smoothie mix, and golden milk super blend; the company also offers nuts & seeds snacks such as blacks seeds, cashews, Macadamia nuts, and jungle peanuts.  

The UK’s premium superfood brand, Creative Nature Superfoods, offers the highest-quality and ethical products in innovative packaging. The company’s products have won a whole range of awards. For instance, the company’s healthy snack bars have won more Great Taste Gold Stars than any other cold-pressed range in history, and the company’s Chocolate Cake Mix has won both the Free From Food Awards 2020 and the Grocer New Product Awards 2020. This brand is very selective with its ingredient suppliers to make sure they are following the company’s policies: anti-slavery, anti-animal cruelty, and anti-child labor.  

Superfoods have several benefits including weight loss, promoting mental health and skincare, boosting immunity, and improving gut health; but in truth, superfoods are just “food” and are not some ‘magic wand’ that solves all problems. Consumers must be cautious, and companies also should be more responsible to avoid misleading their consumers.  

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