Superfood for everyone. Food of the 21st century.

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Alphagreen | CBD Blog | Educate, Empower, Enhance

22 min readJan 6, 2020

We live in the 21st century. Century with bad ecology and lots of opportunities. Century with the permanent stress at work and life in a hurry. We want more and more, permanently accelerating and developing. Want to become better and jump higher. The life of the 21st century is a permanent movement forward. It’s great. We have more possibilities than our parents had, we are free in our choice of work and lifestyle, we establish our limits ourselves. However, there is one “but” — we forget about us. Our health and way of life often remain in the background being displaced by problems at work, deadlines, or new career opportunities on the horizon. As a result, we can’t find time to eat regularly and to consume a necessary dose of vitamins and minerals needed for our health. Double espresso and croissant in the nearest cafe replace our lunch, while late sandwich at home becomes the best dinner. Health problems, constant fatigue, and bad mood are the most common result of it. What can we do with this, you ask? The modern way of life requires modern solutions, and one of such solutions is a superfood.

The term “superfood” appeared in a Canadian newspaper for the first time in 1949. From that time, momentum has grown and recently has burst out with renewed vigour. Demand creates supply. With such a haste lifestyle who would refuse superfoods — products that make us happier, healthier, reduce the risk of heart diseases and even cancer? So what is the superfood? It’s a made-up word without any official definition. Yes, you read correctly. With such a hype around this term today, it still doesn’t have any scientific explanation. Superfood is rather a marketing term for food that is thought to have super-added health benefits over other food. What does this magic food contain? Superfoods often claim to include lots of health-promoting minerals and vitamins, cancer-starving antioxidants, and range of healthy fats able to reduce the risk of heart disease. In addition to this, superfood can serve as the preventing diabetes agent. Which claims from this list are more than just a promise? The movement of calling products with a proud term “superfood” divided the society into two camps — people believing in the superfood health benefits and actively using these products daily, and those that are sceptical thinking that this is nothing more than just marketing hype. Who is right? We’ll try to find out the answer in this article.

Each novelty, especially if it refers to the medical world, has to be reinforced by numerous studies and research. All the stated benefits make the information trustworthy only when it is paired with relevant research and scientifically proven data. What about superfood? Try typing this word in the Google search bar, and you will find millions of pages. Typing the same word in the PubMed search, I got 36 results. Not 36000, not 3600 — thirty-six results. All the superfood benefits have not yet given reason to doubt them, but lots of studies and research are still needed to turn the promising effects into the real results.

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Which products refer to the superfood? We have already mentioned above that the “superfood” term is just a marketing trick to highlight the products that are considered good for our health. It is much simpler to use the term “superfoods” instead of “products that are thought to be a good part of a healthy and balanced diet.” Among the most famous representatives of superfood are:

Kale is rich in fibre, calcium, and vitamins A, C and K.
Blueberries are rich in different antioxidants, soluble fibre, and vitamins.
Sweet potato is rich in fibre and vitamin A.
Salmon is rich in omega-3 fatty acids.
Avocado is rich in vitamins A, C, D, E, K, B-group vitamins and omega-3 fatty acids.

Is the superfood an answer? Of course, living in 2020, we want the latest quick fix for all facets of our life. But, unfortunately, a “goji berry day” once a week paired with morning runs will not make us healthy. The best decision for our health and wellness is a balanced diet — balance in accessing all the necessary nutrients from a diverse number of food sources, including fruits and vegetables. Remember that superfood is a great addition to make your daily diet healthy; however, it should not be used as a substitution for all other types of food that your body needs to maintain a nutritional balance to notice health improvements.

Superfood — what’s so special? Cheaper alternatives to hyped products.

Extending life, building immunity, preventing cancer. These are only several of purported “superpowers” superfood can offer us. Recently a study has confirmed that a compound in pomegranates could increase longevity, thereby bringing the superfoods approval closer all over the world. However, experts urge caution, especially if you decided to compensate for a bad diet with one or several superfoods. According to Dr Sue Reeves, the principal nutrition lecturer at the University of Roehampton, if we are focusing on a superfood neglecting the normal diet, we risk not to get the necessary variety into our diet, as the sum of what we eat is more important than any individual food.

Term “superfood” means food rich in antioxidants and flavonoids to help specific conditions. There is still no established definition for this term, and in 2011 it was banned by the EU from all the food labels unless supported by scientific evidence. Anna Daniels, a registered dietitian and spokesman for the British Dietetic Association, states that this marketing term makes consumers confused because these products are advertised as having various medical abilities, but often without any supporting evidence. According to Daniels, another term — “functional foods” can better describe food that is said to improve our health and can officially carry that claim on the label because there is enough compelling evidence to justify using it. Products have to provide a certain amount of a nutrient per 100g to make their claims like oats that contain beta-glucans, a substance able to lower cholesterol or garlic which contains allicin, which can help our immunity. So where does the hype come from?

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According to Prof Tim Spector, professor of genetic epidemiology at King’s College London and author of The Diet Myth: The Real Science Behind What We Eat, it all started when scientists began to look at a specific food and isolate the chemicals and molecules from the products. Tim Spector explains that the scientists isolate certain nutrients and then show links in studies, most often done on animals, claiming that it prevents diseases such as cancer or osteoporosis. However, such evidence is often insufficient to evaluate the whole picture. “Scientists might drop large amounts of certain chemicals on cancer cells in a Petri dish, and if they slow the rate of cancer growth, they may say it could slow the rate of tumour growth, but you would have to eat huge amounts to get the same effects,” he says. Indeed, looking closer at the pomegranate study, we can see that researchers at École Polytechnique Fédérale de Lausanne fed a molecule found in the fruit, urolithin A, to nematode worms and found it increased their average 10-day lifespan by up to 45%. However, as Spector said, such research is still far from proving a similar benefit among humans. We can’t be sure about getting the same effect from pomegranates.

Also, one of the main complaints about superfoods is that these “celebrity” products have a price tag matching their “super” status. One of the reports found that people could save more than £400 per year by replacing superfoods with other everyday items containing the same nutrients. We decided to dive deeply into this issue and find out which alternatives can be used as substitutes to buzzy superfoods. Let’s look closer at six of the most common “superfoods” and figure out whether their “super benefits” may be substituted with other products.

Superfood #1: Kale. This product deserves a “super” label due to the huge amount of vitamin A and K. Moreover, the amount of vitamin C in kale is 17 times higher than in carrots if comparing its content in 100 grams of the product. Besides being so rich in nutrients, kale is also a low-calorie food. A 100 grams uncooked portion contains only thirty-three calorie. According to Jennifer Sygo, a registered dietitian and author of Unmasking Superfoods: The Truth and Hype about Acai, Quinoa, Chia, Blueberries and More, kale is so nutrient-dense that it’s almost like a medication.

Cheaper alternative. Prof Spector states that there are lots of varieties of kale providing similar nutritional punch. Among them are broccoli, good old cabbage, spinach, and spring greens. Brussel sprouts can also be added to this list as it is nutritionally similar to kale. Moreover, while “super” kale provides an impressive 5.9mg per 100g of beta-carotene, the same amount of sweet potato with the skin will provide you with 8.5mg.

Superfood #2: Quinoa. Due to the high demand, the price of quinoa trebled from 2006 to 2011. Also, in countries with a staple crop (such as Bolivia), there are records of ecological damage and disputes between farmers because of intensive farming. The quinoa benefits fully justify such high demand. A 100-gram portion of cooked quinoa contains four grams of protein. In addition to this, quinoa is rich in iron, zinc, and vitamin B. Undoubtedly, quinoa is highly beneficial to our health, but there is not enough evidence that it can help manage or prevent medical conditions such as heart disease, diabetes, or coeliac disease.

Cheaper alternative. Considering other high protein sources, we want to mention buckwheat and bulgar wheat that contain three grams of protein per 100-gram portion of a cooked product.

Superfood #3: Blueberries. Blueberries have gained such high popularity due to their antioxidant properties. Moreover, they contain vitamins K and C, and manganese. As with other superfoods, we also don’t have enough proven data on blueberries ability to prevent various diseases among humans.

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Cheaper alternative. Blueberries are a source of polyphenols — plant chemicals with antioxidant properties that are highly beneficial to our gut flora. According to Prof Spector, we can get the same compounds from any seasonal berries and dark red apples that are often much cheaper. Blueberry prices doubled during the period from 2004 to 2013 and kept rising. One research has found that swapping a portion of blueberries with the price tag 69p for two kiwi fruits costing 34p could save you £36.40 annually while providing similar nutrients.

Superfood #4: Chia seeds. It’s quite hard to find a person today who has never heard about chia seeds. Benefits of these seeds for our health together with active advertising have made them famous worldwide. Chia seeds are rich in alpha-linolenic acid, which is the plant form of omega-3 fats. Alpha-linolenic acid causes the most significant impact on our health and has a limited effect on the body’s ability to produce DHA. According to the results of animal studies, feeding rats with chia seeds has resulted in a reduced level of triglycerides and LDL (bad cholesterol) — a fat that is associated with heart diseases. Three grams of chia seeds would provide you with 0.6g of omega-3, which is still much less than the four grams you would get from a 200g portion of salmon.

Cheaper alternative. A 200-gram portion of sardines will provide you with almost three grams of omega-3, while the same amount of mackerel will give you two grams. Besides fish, you can also get a similar amount of omega-3 from three grams of flaxseeds which are usually cheaper.

Superfood #5: Avocado. It is unreal to imagine superfoods list that doesn’t mention avocado. Avocados contain monounsaturated fats reducing cholesterol and controlling diabetes, vitamin C, and large amounts of fibre.

Cheaper alternatives. There are just a few foods that can match the taste and texture of an avocado. Among other sources of nutrients similar to what you can get from avocado, we can mention olives, olive oil and raw nuts.

Superfood #6: Coconut water. Lots of people believe coconut water is more hydrating compared to bottled or tap water as it is rich in electrolytes and natural sugars. In a study published in the Journal of the International Society of Sports Nutrition in 2012, the data from 12 men were compared. They drank distilled coconut water, bottled water, pure coconut water, and electrolyte-based sports drink after a 60-minute workout on the treadmill. All the men adequately rehydrated by all the drinks, but the ones drinking coconut water reported more bloating. The results of this study suggest that coconut water may be as good as water for rehydration but not any better. Coconut water may be the right choice for people doing sport, but for others, it is just a sugar drink with extra calories.

Cheaper alternative. Plain and simple — water. It is more than enough for non-athletes. If you want to get the electrolyte potassium, you can eat a banana instead.

Superfood and Easter bunny — what do they have in common?

What can be found in common between superfood and Easter bunny? The answer is simple — they both are mythical. Sorry if you still believed in the Easter bunny. There is no such thing as a superfood. There is good food rich in vitamins and minerals, super beneficial for our health, and so on. Such food can be a great part of our everyday diet but not a substitute for it.

There is a wide range of foods with high nutritional profiles. Products rich in vitamins and valuable nutrients, either low in calories or vice versa, notably satiating. The list of these products is much more extensive than the list of hyped superfoods:

chard, collards, and most dark greens, not just kale;
most berries, not just blueberries;
spinach, hundreds of foods among beans and lentils;
almonds, walnuts, and most nuts;
cherries, oranges, cabbage, arugula, and so on.

All fruits and vegetables, whole grains, and legumes will give you similar results to superfood. What is the difference? Not all of them are hyped. Being super among many similar is tough. Thus, superfoods are advertised under a mystique of exoticism. No one mentions super benefits from the usual grocery carts as it would destroy the mystique. “No one is special when everybody is” — this line from The Incredibles accurately describes the situation with superfood.

All the superfoods often have two main characteristics:

for the most part, they are nutritious food;
they come from far away. Ideally, we’ve never heard of them before — acai, or noni, or goji.

Thus, what do we have? Exotic products with a wide range of benefits for health beckon us with their rarity. All this helps to make a lot of money for the salesmen.

Undeniably, these products are beneficial for our health, and they have all chances to become the means of preventing diseases or reducing certain conditions. But if your overall dietary pattern is poor, no single food, or a few in combination, will immunise or rehabilitate you. The most reliable dietary measure to evaluate the total chronic disease risk is not a couple of individual foods, but the quality of your overall dietary pattern.

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The most optimal dietary pattern is the prescriptive diet. There are a lot of different variations of diets. Still, there are several things they all have in common — it should include wholesome, minimally processed foods, mostly plants, in the balanced, sensible, and often time-honoured combinations. Such dietary pattern will defend and strengthen your health, as well as nurture you as no single food can, even if it is a superfood. It doesn’t have to be more exotic than bulgur wheat and green beans. Also, nothing terrible will happen if you eat an occasional chocolate bar or drink soda, in the same way as occasional acai or goji berry will not cure any disease. The whole picture of different circumstances is much more valuable and influential than the sum of widely dispersed parts. There isn’t yet neither silver bullet nor a magic wand that will improve your health condition instantly and make everything better. Only the net effect from different components will give a noticeable result. One isolated fragment will never substitute the whole diet even if it is full of beneficial minerals, vitamins, antioxidants, and so on.

A magic wand for everything? Superfood benefits.

It may seem that superfood is just hype and nothing more. No, the positive influence of each superfood representative on our health is more than real due to the range of beneficial components. The thing is that all superfoods are too advertised and elevated above the rest of the products with similar effects. Let’s push aside the gap between the superfood and other products and concentrate on the health benefits these products can provide us with.

So, the superfood is just a short term for foods that offer maximum nutritional benefits together with minimum calories. All of the superfood representatives have a high nutrient density. They are full of antioxidants, minerals, and vitamins. Antioxidants are natural molecules that occur in certain foods. The main task of antioxidants in our body is to neutralise the free radicals in our bodies that are the natural byproducts of energy production. Free radicals may cause harm to our organism if not neutralized.

Antioxidants decrease the adverse effects of the free radicals that may have close links with health problems such as:

cancer;
stroke;
heart disease;
immune deficiency;
respiratory diseases;
arthritis;
Parkinson’s disease;
emphysema.

Including superfoods as a part of daily nutritional intake will provide you with highly positive results but only together with a balanced, healthy diet overall. As we mentioned in the previous paragraph, the superfood is not a cure-all food and will not protect from the health problems and chronic diseases if you only eat one or two products along with the poor diet.

Several studies have been held demonstrating that superfoods rich in flavonoids and antioxidants may improve immunity and decrease inflammation. Also, it was shown that they have all the chances to prevent cancer and coronary heart disease, although additional research is required.

Regular consumption of fruits and vegetables may also lower the risk of many lifestyle-related health conditions. The nutrients these products contain can increase energy levels, promote a healthy complexion, hair, and nails. Moreover, they are indispensable if you are aiming to maintain a healthy weight. Let’s take a closer look at the most popular superfoods and sort out how they can become a significant part of our daily diet.

Soy. The main “trump card” of soybeans is a high concentration of isoflavones. Isoflavones are a type of phytochemicals — compounds that occur naturally in plants. Some research has shown that isoflavones contained in soybeans can reduce the amount of LDL or low-density lipoprotein, also known as “bad” cholesterol in our blood. In addition to this, several studies have also shown that soy may prevent age-related loss of memory. Moreover, isoflavones can decrease menopausal symptoms, as well as increase bone mineral density during menopause.
Berries. Berries can boast of the high level of flavonoids in their composition. It has been shown that flavonoids may lower the risk of a heart attack. Among the berries proudly bearing “superfood” name are blueberries, acai berries, goji berries, raspberries, tart cherries, and cranberries. They have the following benefits for our health:
Blueberries are high in fibre, vitamin K, and manganese.
Cranberries are high in a particular flavonoid that may lower the risk of urinary tract infection.
Acai berries are grown in South Africa. These small, dark purple berries contain many antioxidants and nineteen amino acids.
Goji berries are small red berries grown in Asia. They are high in vitamin E and C and can boast of many different types of flavonoids. Goji berries are frequently used in Eastern medicine to treat high blood pressure, diabetes, and improve kidney, liver, and eyes condition.
Leafy greens. Among the superfood leafy greens are kale, spinach, beet greens, Swiss chard, and collard greens. All of them are rich in vitamins B, as well as vitamins E, C, K, and A. Besides this, greens also contain lots of carotenoids, magnesium, potassium, calcium, and iron. Leafy greens are high in water and fibre content which promotes healthy and regulatory digestive tract and helps to prevent constipation. For example, one cup of kale can provide 550 micrograms of vitamin K that is equivalent to 680% of our daily needs.
Tea. Good old tea contains few calories, is a source of antioxidants, and helps with hydration. Green tea is high in catechins — potent antioxidants that have beneficial anticarcinogenic and anti-inflammatory properties. In addition, green tea may also have an anti-arthritic effect by suppressing overall inflammation. A study published in the Journal of Physiological Anthropology examined the effects of green or white tea, and water consumption on stress levels among eighteen students. The study results have shown that both white and green teas reduced stress levels, while the effect from the white tea was more significant. It may be the possible health benefit, although more studies are needed to confirm this.
Dark chocolate. One of the studies has found that dark chocolate is also rich in flavonoids. Among the benefits of the flavonoids are a boost of the immune system, the ability to prevent certain types of cancer and coronary heart disease, and high antioxidant activity. The main component in chocolate that is responsible for all of these benefits is cacao powder which is derived from cacao beans. However, you should also keep in mind that additional ingredients in chocolate such as sugar may weaken these benefits.
Salmon. We all know that the main component that salmon and other fatty fish can boast of is an omega-3 fatty acid. Due to omega-3 salmon, herring, and trout can reduce cholesterol levels, decrease the risk of abnormal heartbeats, and slow the arterial plaque growth.
Grapes and wine. The component of wine that has made it so famously “heart-healthy” is known as resveratrol. It is the polyphenol found in the skins of red grapes. Several studies have shown that this component can protect against retinopathy and diabetic neuropathy. Both of these conditions result in severely affected vision and are caused by poorly controlled diabetes. Another study held in 2013 has found that resveratrol may reduce the effect of damage and neural changes associated with diabetic neuropathy. Also, research has shown that resveratrol may be beneficial for relieving mood swings and hot flashes associated with menopause, treating Alzheimer’s disease, and improving blood glucose levels. However, as with all superfoods, more human studies are needed to confirm these beneficial effects.

Another flavonoid that is also found in grapes is quercetin. This component has an anti-inflammatory effect, may have effects that act against cancer, and reduces the risk of atherosclerosis. Also, animal studies have shown that quercetin may protect against the damage caused by LDL cholesterol.

Although the wine has antioxidants, you should keep in mind that eating grapes would provide you with the same beneficial effects and even more. According to the American Heart Association, the recommended limit of alcohol beverages per day is two drinks for men and one drink for women.

Among other superfoods gaining popularity to date are:

garlic;
spirulina;
turmeric;
Brazil nuts;
wheatgrass;
blue-green algae;
barley;
beets and beet juice.

The best way to use superfoods is to incorporate them into your healthy diet. However, it is essential to find the “golden mean” and not to overspend. Any berry or leafy green vegetable in the grocery store will provide you with many benefits similar or even the same to those you can find among the premium-priced superfoods. The best decision is to buy fruits and vegetables in season and from local stores to ensure the highest nutrient content. Don’t discount a carrot or a humble apple — all of the fruits and veggies are superfoods to some degree. It is also recommended to replace as much food as possible with whole foods — it will significantly improve your health. We have prepared some tips to incorporate more superfoods into your diet:

Add different berries to cereal, oatmeal, baked goods or salads;
Have a daily green tea;
Snack on seeds (for example sunflower seeds), dried fruits (without salt and sugar) or nuts (Brazil nuts will be the best choice);
Try to replace your beef with tofu or salmon;
Add shredded greens to stir-fries and soups;
Make sure you have vegetable or fruit every time you eat (including snacks and meals);
Add spices such as oregano, turmeric, garlic, cumin, cinnamon, clove, and ginger to your meals;
Add colours to your plate. Brown or beige colours of food means that the level of antioxidants is low. Add beets, berries, kale or other foods with rich colour.

We have also collected the top 5 delicious and healthy recipes from dietitians:

Spinach basil pesto;
Powered-up lasagna;
Acai berry bowl;
Matcha vegetable curry;
Chocolate banana smoothie.

Another important thing you should take into account is that taking superfoods in supplement form is not the same as getting the nutrients from food. Many of such supplements contain ingredients that can cause a strong biological effect on your body. Moreover, such supplements may interact with other medications you take and weaken their effects. The possible side effects of taking superfood supplements include mineral or vitamin toxicity. Also, they can affect recovery after surgery and trigger other side effects. It is highly recommended to take supplements that are FDA-approved. Also, the U.S. Food and Drug Administration (FDA) warns that taking too many supplements or combining them may be hazardous to your health. There are several tips for safe use of superfoods supplements:

“natural” doesn’t always mean “safe”;
claims such as “totally safe” or “works much better than a prescription drug” should make you think twice before purchasing;
FDA recommends choosing high-quality products that have been tested by a third party;
use only verified sites for information and supplements purchasing.

Super ambitions = super challenges.

High popularity leads to high barriers for adoption both for superfood sellers and consumers. The first thing that consumers need to put up with is the price. Superfood is expensive while the quality superfood is also hard to find. There are several barriers for superfood sellers that have to be overcome.

Healthy food is expensive. All the vegan, sugar-free, preservative-free, organic and non-GMO products cost more to be produced. For sellers, it means a consistent challenge to procure high quality, hard to find products with little room for rebates and discounts. Moreover, the food costs are constantly rising, that is another challenge for both consumers and sellers. When adding to this the shipping costs, as many of the superfoods are shipped from quite distant countries, the price tag for acai or goji berries seems justified.
Legal and regulatory difficulties. Payment processors and regulatory frameworks are, as a rule, labelled as supplements, herbal remedies, and apothecary items. Only high-quality products with proven composition can afford to be transparent.
Innovation costs. Creating a market and platform to receive data, analytics and reviews to improve the customer base and provide collaboration with other brands is costly.
Time costs. Due to the constant rotation of products, marketing initiatives, and costs associated with employing these resources, time becomes a huge opportunity cost.

Adoption of something new is always a difficulty for both parties. Whether you are a consumer, seller of superfoods on the market, or developing a website with superfoods supplements — implementing will always be a great challenge.

Bottom line.

With so much buzz around, superfoods simply can’t stand aside. Whether it’s just hype or perspective decision able to improve our health and mood? Time will show. More human studies are needed, more research has to be held to prove or to refute one or another superfood benefit. Maybe the list of beneficial effects of superfood on our health is far from complete? Or perhaps the benefits of these products are exaggerated instead? For the moment we can’t say for sure. The main idea that you should take away from all this hype is the importance of balance. We need to think about balance in our diet, about reducing sugar, fat, and calories. We shouldn’t forget about the positive influence of fibre, minerals, and vitamins on our health. Humanity is continually looking for the magic silver bullet that will replenish everything necessary for the normal functioning of our organism. Today kale may become such bullet, tomorrow — acai, the next day — blueberries. We need to think beyond what we eat over the entire course of a day and a week, and whether it is in balance with other foods. When it comes to wellness and health, a lot of this is common sense.

Today, the advancement of nutritional understanding is a valuable tool for learning how to live happier and healthier lives. However, we shouldn’t get too distracted by the bright lights of radical and isolating claims. Instead, we need to take a step back. Hippocrates (460–370 BC) seemed to have had the right idea from the start. He said: “If we could give every individual the right amount of nourishment and exercise, not too little and not too much, we would have found the safest way to health.”

Verified by a Healthcare Professional

Anastasiia Myronenko

Anastasiia Myronenko is a Medical Physicist actively practicing in one of the leading cancer centers in Kyiv, Ukraine. She received her master’s degree in Medical Physics at Karazin Kharkiv National University and completed Biological Physics internship at GSI Helmholtz Centre for Heavy Ion Research, Germany. Anastasiia Myronenko specializes in radiation therapy and is a fellow of Ukrainian Association of Medical Physicists.

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