Superfoods – healthy or just hype? 

We’ve all heard the term superfood, but what exactly does it mean? And what exactly qualifies a food as ‘super’? If you answered, “Nothing, it’s all just marketing spin”, then congratulations, you’re not far off the mark. 

Those qualified to comment on this matter – experts from Harvard’s TH Chan School of Public Health – have done just that. And here’s what they said: “There’s no scientifically based or regulated definition for superfood.”

However, the authors of a Harvard article titled Superfoods or Superhype? have acknowledged the word’s inclusion in the Merriam-Webster Dictionary.

Generally, they said, a food is promoted to superfood status when it:

1. offers high levels of desirable nutrients
2. is linked to the prevention of a disease
3. is believed to offer several simultaneous health benefits beyond its nutritional value.

Did the ‘original’ superfood meet that criteria? According the several sources, the term superfood was first used by the United Fruit Company in an advertising campaign. (That’s something that will surely not surprise you.)

And what was the superfood? Bananas. These yellow-skinned bundles of delight certainly offer good levels of desirable nutrients. Anything beyond that is open to question, although a paper published in 1924 briefly gave credence to bananas as a superfood. 

That paper suggested including bananas in diets could treat – and even cure – coeliac disease and diabetes. Unfortunately, this was later proved incorrect, but not before bananas’ reputation as a superfood became entrenched in the public consciousness. 

The United Fruit Company was happy to fan the flames of the banana craze, eagerly repeating the erroneous medical claims. 

Superfoods – beyond bananas

The United Fruit Company advertised those supposed health benefits in good faith. It was not until later that the paper’s findings were proven incorrect. But what about now, 100 years later? Can any claims of something as a superfood be justified?

The food industry is just as keen to promote a product as a superfood in 2024 as United was 100 years ago. Research shows consumers are willing to pay more for foods perceived as healthy. And if producers can highlight health claims on labels, the sales results are better still. 

In recent years, a number of foods have been elevated to a status of superfood by producers and marketing gurus. Among those are almonds, avocado, broccoli, chia seeds, salmon, eggs, green tea and, perhaps the superstar of them all, kale.

All of these have undoubted health benefits to one degree or another. But experts at the TH Chan School of Public Health suggest we avoid focusing on any single food.

“Superfoods are often nutritious, they wrote. “But it’s clear that the term is more useful for driving sales than it is for providing optimal nutrition recommendations. A downside of superfoods is that the title alone may cause people to focus on a few specific foods.” This, they say, can blind consumers to other foods that are equally nutritious but don’t get the hype.

The alternative

The Harvard experts have proposed an alternative term – the ‘super plate’. By all means we can explore and enjoy the taste and health benefits of individual foods. “But don’t be distracted by the latest overhyped food or fad. Instead, focus on creating a ‘super plate’ full of different healthy and flavourful foods.”

Do you sometimes get caught up in the hype of the latest superfood? Have you discovered any foods you’ve stayed with for their health benefits? Let us know via the comments section below.

Also read: They’re packaged as ‘healthy’, but do these foods live up to the hype?

Disclaimer: This article contains general information about health issues and is not advice. For health advice, consult your medical practitioner.