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The superfood category is coming of age with sophisticated new ways for consumers to get their hit of healthy nutrients

From the positive health benefits of blueberries to the wellbeing boost of the humble cuppa, these days superfoods are never out of the news. And it’s this constant promotion that ensures that the category stays on consumers’ radars.

Some scientists argue that putting certain foodstuffs on a pedestal leads to faddish eating – and that a balanced diet is better all round. But it seems that consumers and superfood advocates have other ideas.

Research shows that 61 per cent of shoppers in the UK have purchased a specific ingredient because of its superfood tag, and the trend shows no signs of slowing up. In fact, as health-conscious shoppers become more educated about the category, they’re looking for new, more sophisticated ways to get their superfood fix – including powdered supplements. When added to foods they offer a tasty way of aiming for optimum nutrition.

Body benefits

Currently there’s no legal definition of what constitutes a superfood. But between them, shoppers, manufacturers and the media have drawn up their own shortlist.

“Superfoods owe their name to the concentrated array of nutritive benefits they contain,” explains Martin Kemp from Naturya.

“They provide a varied and rich complement of essential amino acids, vitamins and minerals, and facilitate the possibilities of superior physical, mental and spiritual health”.

The Naturya range offers a simple way for consumers to add extra nourishment to their daily diet with a selection of 10 powdered products.

Kemp says that the best-sellers are wheatgrass, spirulina, maca powder and cacao nibs – which he says represent the most popular superfoods currently available in the category..

In a growing market Kemp says that quality is an important point of difference.

“I think our core range gives a fair balance of what people are looking for. They’ve been around for a long time and have proven track records in the countries they come from”

Future stars

One of the most exciting aspects of the superfood market is that fresh products are coming on-stream all the time. New brand SuperfoodsTM aims to offer a core range of high quality food supplements featuring both tried and tested favourites, plus some rising stars.
Justin Chilton, the company’s md, says that stevia is set to be a popular product over the next year.

“We’ve seen a lot of press about the dangers of sweeteners,” he says. “There’s a lot of excitement about a natural alternative to sugar.”

The stevia plant is at the heart of Steviana, a no calorie sweetener set to build on the already promising market for stevia.

Chilton says that educating consumers, and retailers too, about the products is key. He believes that one way to reach out to shoppers is by offering superfood-enhanced sampling in-store to tempt newcomers to the category. It’s a method also endorsed by Ekaterina Igumentseva from Organic Burst.

“Superfoods are so much more than simply vitamin and mineral supplements – they are wholesome foods that offer an array of nutrients,” she says.

“Therefore, we find it particularly important to show customers that it’s easy and fun to incorporate them into their diet. “One of the easiest ways is to show how superfoods can be added to meals. We find it effective to suggest that our maca tastes great sprinkled on cereal, wheatgrass can be added to salads and baobab mixed with yoghurt. Giving those out as tasters is a great way of engaging customers.”

Igumentseva suggests preparing simple recipes for sampling – such as a super charged smoothie served in shot glasses, or a wheatgrass enhanced guacamole with oat cakes for dipping.

“The key is to let the customer know about the various ways they can take the products,” she adds.

“It’s great to encourage customers to get creative with recipes and hear what worked well for them.”

From the positive health benefits of blueberries to the wellbeing boost of the humble cuppa, these days superfoods are never out of the news. And it’s this constant promotion that ensures that the category stays on consumers’ radars. Some scientists argue that putting certain foodstuffs on a pedestal leads to faddish eating – and that a balanced diet is better all round. But it seems that consumers and superfood advocates have other ideas. Research shows that 61 per cent of shoppers in the UK have purchased a specific ingredient because of its superfood tag, and the trend shows no signs of slowing up. In fact, as health-conscious shoppers become more educated about the category, they’re looking for new, more sophisticated ways to get their superfood fix – including powdered supplements. When added to foods they offer a tasty way of aiming for optimum nutrition.

Body benefits

Currently there’s no legal definition of what constitutes a superfood. But between them, shoppers, manufacturers and the media have drawn up their own shortlist.“Superfoods owe their name to the concentrated array of nutritive benefits they contain,” explains Martin Kemp from Naturya.“They provide a varied and rich complement of essential amino acids, vitamins and minerals, and facilitate the possibilities of superior physical, mental and spiritual health”.

The Naturya range offers a simple way for consumers to add extra nourishment to their daily diet with a selection of 10 powdered products. Kemp says that the best-sellers are wheatgrass, spirulina, maca powder and cacao nibs – which he says represent the most popular superfoods currently available in the category.

In a growing market Kemp says that quality is an important point of difference.“I think our core range gives a fair balance of what people are looking for. They’ve been around for a long time and have proven track records in the countries they come from”

Future stars

One of the most exciting aspects of the superfood market is that fresh products are coming on-stream all the time. New brand SuperfoodsTM aims to offer a core range of high quality food supplements featuring both tried and tested favourites, plus some rising stars.Justin Chilton, the company’s md, says that stevia is set to be a popular product over the next year. “We’ve seen a lot of press about the dangers of sweeteners,” he says. “There’s a lot of excitement about a natural alternative to sugar.”

The stevia plant is at the heart of Steviana, a no calorie sweetener set to build on the already promising market for stevia.Chilton says that educating consumers, and retailers too, about the products is key. He believes that one way to reach out to shoppers is by offering superfood-enhanced sampling in-store to tempt newcomers to the category.It’s a method also endorsed by Ekaterina Igumentseva from Organic Burst. “Superfoods are so much more than simply vitamin and mineral supplements – they are wholesome foods that offer an array of nutrients,” she says.

“Therefore, we find it particularly important to show customers that it’s easy and fun to incorporate them into their diet.“One of the easiest ways is to show how superfoods can be added to meals. We find it effective to suggest that our maca tastes great sprinkled on cereal, wheatgrass can be added to salads and baobab mixed with yoghurt. Giving those out as tasters is a great way of engaging customers.” Igumentseva suggests preparing simple recipes for sampling – such as a super charged smoothie served in shot glasses, or a wheatgrass enhanced guacamole with oat cakes for dipping. “The key is to let the customer know about the various ways they can take the products,” she adds.“It’s great to encourage customers to get creative with recipes and hear what worked well for them.”

Superfood Listings

Superfoods

PHARM MED LTD, Unit 2 Mill Yard Industrial Estate, Columbia Avenue, Edgware, HA8 5EF
Tel: 020 7998 7599 Fax: 020 7998 7754
E-mail: [email protected]
www.superfoodstm.co.uk

Superfoods™ are developed from high quality ingredients deriving from nature with amazing recorded properties. We select the highest quality varieties of plants and natural raw materials to create premium quality food supplements, natural sweeteners, vitamins and minerals, to become your health’s ally. Superfoods™ are manufactured according to GMP [Good Manufacturing Practice],ISO9001:2008, ISO22000:2005, TSE and non-GMO, using the soft capsule advanced technology.

The range includes forty products, some of which are unique; Hippophaes (Sea Buckthorn Seed Oil) for healthy hair, skin and nails, Crocus (Saffron Extract) supporting brain functions such as memory, Zeolite (natural detoxifier), and Adrenalina (natural energy boost).

One-pot meals

Easy Bean, Fosters Farm, South Barrow, Yeovil, Somerset BA22 7LN
Tel: 01963 441493
E-mail: [email protected]bean.co.uk
www.easybean.co.uk

Easy Bean – our delicious one-pot meals are packed full of pulses and chunky veg, infused with herbs and spices. Cooked in small batches in the Easy Bean Somerset kitchen using natural and Fairtrade ingredients, they’re as good as homemade. Each 320g pot provides 2 to 3 of your 5-a-day and is low in fat, low in salt, high in fibre, gluten and dairy free. We have six recipes in the range, four are vegetarian and two vegan. Our New Mexican Chilli and African Palava carry the FAIRTRADE mark. Distributed by Suma, Marigold, The Health Store and Queenswood.

Raw Choc Bar & Beond Organic Acai Berry Bar

Pulsin’ Ltd, Unit 14 Capitol Park, Pearce Way, Gloucester, GL2 5YD
Tel: 01452 505 800
E-mail:[email protected]
www.pulsin.co.uk

The be_ond Organic bars are delicious raw food bars made with superfood ingredients like Açai Berry and Raw Chocolate. These bars are bursting with antioxidants, vegan, gluten free, dairy free and contain no added sugar. Each bar is soft and contains only 5 ingredients- great for kids and adults! Every be_ond bar sold also helps to protect bee diversity as be_ond donate 1% of proceeds to beeguardianfoundation.org. The bars are also made using renewable windmill energy from Ecotricity. Be_ond believe that healthy bee populations and traditional farming methods are essential to a balanced ecosystem which is why they support the Bee Guardian Foundation, use renewable energy and organic ingredients!

Essential Organic Sprouting Mixes

Essential Trading, Unit 3 Lodge Causeway Trading Estate, Fishponds, Bristol, BS16 3JB
Tel: 0845 458 0201 Fax: 0117 9430 801
E-mail: [email protected]
www.essential-trading.coop

Create an allotment on your window sill. Now everyone can grow an array of fresh, nutritious and delicious salads in their own home, at any time of year! Essential’s sprouting mix range includes; Super Salad, Detox, Revitalise, Energise, 3-day Sunny and 6-day Sandwich. The sprouting mixes are available in 6 x 250g sizes and on average a pack will yield 5 to 20 times its dry weight in fresh living sprouts. Whilst each of the four new mixes is a unique blend, they are designed to naturally sprout and be ready to eat at the same time. Available to order online.

Ombar Superfood Chocolate

Mood Foods, 9 Aylestone Road, Cambridge, CB4 1HF
Tel: 01223 700424
Email: [email protected]
www.ombar.co.uk

Ombars are an exciting range of superfood chocolate bars. Every ingredient used is a superfood in its own right, starting with cocoa – of course. Ombars are made using raw, unroasted organic cacao from Ecuador, which has an incredible flavour and delivers more of the goodness of the cacao bean. The only sugar used in Ombars is organic coconut sugar, which has a low glycemic index and is unrefined. High antioxidant berries further enrich the chocolate and provide a completely new taste experience. And lastly, healthy probiotic bacteria is infused into the chocolate for an additional boost of goodness.

Organic Burst

Simply Organic Europe Ltd.
3rd Floor, 207 Regent Street, London, W1B 3HH
Tel No: 02035659126, 07825837260 Fax No:
E-mail: [email protected]
www.organicburst.com

Organic Burst® is a new potent range of superfood supplements, voted Best New Product of 2011 by Natural Lifestyle magazine. Organic Burst® Acai is 100% pure and freeze-dried, with no fillers or additives. It boosts your metabolism and provides strong antioxidant defence. Their Maca is a potent mix of 4 varieties; sprinkle it on cereal for a caffeine-free energy boost. Their Baobab powder is full of Vitamin C and prebiotics: it revitalizes, supports the immunity and digestion. Take Organic Burst® Spirulina and Wheatgrass for detoxifying and alkalizing effects. The products are completely pure, vegan and certified organic by the Soil Association.

Xylobrit

Kevan Gill , Business Manager – Forum Health
Tel: 01737 781410
E-mail:[email protected]
www.xylobrit.com

XyloBrit consists of 100% pure GM-free Xylitol, extracted traditionally from birch trees, which is a natural sugar-free sweetener that looks and tastes just like ordinary sugar – with no aftertaste. XyloBrit has only 2.4 calories per gram (as opposed to 4.0 calories/g in ordinary sugar) and also has a very low Glycaemic Index (GI = 8) – great for GI diets. Xylobrit is tooth-friendly with dental-care properties which help maintain healthy teeth. Xylobrit can be used just like ordinary sugar in hot and cold drinks, on desserts and cereals, and in home baking by replacing ordinary sugar in the recipe on a one-for-one basis.

Very Berry

Higher Living
E-mail: [email protected]
www.higherlivingherbs.com

Higher Living’s Very Berry is bursting with zingy blueberries, acai berries, hibiscus, rosehip and apples to give you a feel-good factor any time of day. This deliciously naturally caffeine free infusion is made with the finest quality organic ingredients for a better, brighter, bolder cup and altogether more uplifting experience. Our teas aren’t dark, bitter or dusty, they’re clean, pure and bright. All of our infusions are made with simply the best quality herbs to turn up the taste and give you the best flavour, colour and herbal benefit. What’s more, we are UK owned and packed in rural Gloucestershire, for additional freshness.

Nutiva Coconut Manna

Kinetic Natural Products
Tel: 0845 0 725 825

Nutiva’s Coconut Manna™ is a delicious whole food made from pure dried coconut flesh. This tropical tasting product melts in the mouth and contains 12% fibre, 9% protein along with nourishing fats. A great alternative to milk, cream, yoghurt and butter, it can be used in a variety of recipes. It can also be used to flavour rice, oatmeal, cereals and smoothies, or spread on toast or crackers. Also available in Nutiva’s organic superfood range are coconut oil, hemp seeds, hemp oil, hemp protein, hemp shake mix and chia seeds, certified by Ecocert.

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