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Superfoods Dr Carrie Ruxton Nutrition consultant
What are superfoods?
No agreed definition Implied that the food or ingredient delivers a health or wellbeing benefit Separate from its ability to meet nutrient requirements
Superfoods as a concept Natural raw foods or ingredients Processed ingredients Novel ingredients ‘naturalness’ decreases, regulatory burden increases
Consumers interested in ‘superfood’ products Ranking Foods that control weight1 Energy-boosting products2 Fortified drinks3 Fortified foods4 Herbal supplements5 Beauty foods/drinks6 Datamonitor, 2005
Consumers used to health claims Heart health/maintenance Overt or inferred intelligence boosters Sports performance claims Gut health Well-being Wacky health food shop claims
But they don’t trust them Datamonitor, 2005
Int J Food Sci Nutrition,2007; 57(3-4):
Mink et al (2007). AJCN 85, Anthocyanidins p=0.03Flavanones p=0.01 N=34492 US post-menopausal women, prospective study Adjusted RR for age, BMI, EI and lifestyle
Plausible superfoods Fish oil – omega 3s Antioxidant-rich fruit & vegetables Polyphenols e.g. fruit, soya, cocoa Probiotics & prebiotics Oats – beta glucans Dietary fibre Stanols & sterols Potassium-rich foods
Problem Consumer interest up Evidence growing Health claim opportunities going down?
The new legal environment Launching successful products Communicating Benefits to consumers What’s on the market? Case studies
Foods that manage weight Dr Carrie Ruxton Nutrition Consultant.
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Foods that have powerful Health benefits! 2 Why Teach Super Foods? Developmentally appropriate Engaging and student directed Saves on Food Budget Based.
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Welcome. Present Health Scenario 30,000,000 cases of CVD/year (Cardio Vascular disease) death every day due to CVD. More than 3.8 Crore diabetics.
Wellness & the health of the Nation Dr Carrie Ruxton Dietitian & Nutritionist.
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