Superfruit
Encyclopedia
Superfruit, a marketing term first used in the food and beverage industry in 2005, refers to a fruit which combines exceptional nutrient
richness and antioxidant
quality with appealing taste that can stimulate and retain loyalty for consumer products. "Superfruit" has not official U.S. Food and Drug Administration
(FDA) or U.S. Department of Agriculture (USDA) endorsement. Some popular fruits like strawberries, blackcurrants, blackberries or orange
s are not commonly mentioned as superfruits despite excellent nutritional properties, apparently because they have not been marketed specifically as superfruits.
Resulting from a deliberate business strategy of a manufacturer to bring together marketing, science and potential health value to consumers, a superfruit product is specifically designed in manufacturing and marketing.
Keys to marketing a successful superfruit product include the native fruit qualities, scientific evidence supporting a potential health benefit, marketing, protection of intellectual property
and developing an appealing strategy to attract consumers. Combined in the right way, these elements may allow a fruit to achieve "critical mass" as a superfruit.
To date, superfruits have been developed mainly as juices, but began in 2007 to appear as single piece products or as ingredients for functional food
s, confectioneries and cosmetics
. Current industry development includes applications for creating novel consumer products, such as energy drink
s, dietary supplement
s, and flavor
s with nutrient qualities, e.g. fortified water.
Although used increasingly in new food and beverage products, superfruits have not been defined by scientific criteria that would allow consumers to objectively assess nutrient value and potential for furnishing health benefits. Consequently, the term superfruit is used liberally to include a growing list of common and rare fruits, some having sparse scientific evidence for being "super".
The superfoods category is forecast to become a $10 billion global industry by 2011 with several thousand new superfruit products expected to enter the marketplace in 2007–8. According to DataMonitor, superfruit product launches over 2007–8 grew at a rate of 67%.
s was popularized by a best-selling book discussing 14 whole foods
with extraordinary nutrition
. One the blueberry
became known as a superfruit when its exceptional antioxidant
properties were revealed by publication of United States Department of Agriculture
assays on antioxidant strength, the oxygen radical absorbance capacity
or ORAC
for 100 common foods. Wild blueberries ("lowbush", Vaccinium angustifolium
) were at the top of the 2004 rankings for fruit. By refinement of the ORAC
assay and new analyses published in 2006-7, other berry fruits such as wolfberry
(goji berry), elderberry
and cranberry
, have superseded blueberries on the antioxidant rankings, attention possibly caused by growing consumer demand for superfruits.
Indicating industry enthusiasm for novel product development, superfruits have been called "the future of health", "fruits of the future", "superheroes of functionality" and "heroes in the natural food marketplace". More than a dozen industry publications on functional foods and beverages have referred to various exotic or antioxidant species as superfruits with estimates for some 10,000 new product introductions in 2007–8.
However, definition of a superfruit remains obscure with no scientific standards or commercial criteria accepted uniformly in the industry.
Juices and fruit blend beverages are popular for consuming superfruits at present as beverages seem preferred for convenience and product enjoyment. Fruit juice remains one of the only foods consumers still regard as "natural" even when pasteurized and processed.
Additionally, mainstream consumers seem to accept juices of fruits that would not be popular in fresh form, such as noni
and pomegranate
two of the largest selling juices. Tahitian Noni
began selling noni juice in 1996, and claims $2 billion in sales during their first 10 years of operation. Earlier reports showed pomegranate-based products grew nearly 400 per cent over 2005-7 from new launches, a gain exceeding all the previous six years. Similarly, XanGo
, a multiple-fruit juice containing mangosteen
juice, grew from $40 million in 2002 sales to over $200 million in 2005, with anticipated total sales for 2006–7 of approximately $400 million.
To begin consideration of commercial characteristics that may apply to defining a superfruit are criteria related to market success or promise for gaining health benefits
One 2007 strategy of manufacturers is to use superfruits to enhance flavor of other products, attempting to mask tastes or provide impressions of novelty and health. With some 5,000 new products introduced in 2005 on berries alone and more than 500 new superfruit products launched in 2006, the superfruit category is establishing significant commercial presence. DataMonitor includes the superfruit category as one of the top 10 global trends in consumer products for 2008.
Apple
s (Malus domestica), oranges
(Citrus sinensis), tomato
es (Solanum lycopersicum) and common berries, such as strawberries (Fragaria vesca), red raspberries
(Rubus idaeus) and blackberries (Rubus ursinus) used for a large number of consumer products, achieve many of the criteria to be superfruits. They are, however, commonly known in the public and have not attracted interest as novelty ingredients, so are not usually included in industry reports as superfruits.
Nutrient
A nutrient is a chemical that an organism needs to live and grow or a substance used in an organism's metabolism which must be taken in from its environment. They are used to build and repair tissues, regulate body processes and are converted to and used as energy...
richness and antioxidant
Antioxidant
An antioxidant is a molecule capable of inhibiting the oxidation of other molecules. Oxidation is a chemical reaction that transfers electrons or hydrogen from a substance to an oxidizing agent. Oxidation reactions can produce free radicals. In turn, these radicals can start chain reactions. When...
quality with appealing taste that can stimulate and retain loyalty for consumer products. "Superfruit" has not official U.S. Food and Drug Administration
Food and Drug Administration
The Food and Drug Administration is an agency of the United States Department of Health and Human Services, one of the United States federal executive departments...
(FDA) or U.S. Department of Agriculture (USDA) endorsement. Some popular fruits like strawberries, blackcurrants, blackberries or orange
Orange (fruit)
An orange—specifically, the sweet orange—is the citrus Citrus × sinensis and its fruit. It is the most commonly grown tree fruit in the world....
s are not commonly mentioned as superfruits despite excellent nutritional properties, apparently because they have not been marketed specifically as superfruits.
Resulting from a deliberate business strategy of a manufacturer to bring together marketing, science and potential health value to consumers, a superfruit product is specifically designed in manufacturing and marketing.
Keys to marketing a successful superfruit product include the native fruit qualities, scientific evidence supporting a potential health benefit, marketing, protection of intellectual property
Intellectual property
Intellectual property is a term referring to a number of distinct types of creations of the mind for which a set of exclusive rights are recognized—and the corresponding fields of law...
and developing an appealing strategy to attract consumers. Combined in the right way, these elements may allow a fruit to achieve "critical mass" as a superfruit.
To date, superfruits have been developed mainly as juices, but began in 2007 to appear as single piece products or as ingredients for functional food
Functional food
Functional food is a food where a new ingredient has been added to a food and the new product has a new function ....
s, confectioneries and cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
. Current industry development includes applications for creating novel consumer products, such as energy drink
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
s, dietary supplement
Dietary supplement
A dietary supplement, also known as food supplement or nutritional supplement, is a preparation intended to supplement the diet and provide nutrients, such as vitamins, minerals, fiber, fatty acids, or amino acids, that may be missing or may not be consumed in sufficient quantities in a person's diet...
s, and flavor
Flavor
Flavor or flavour is the sensory impression of a food or other substance, and is determined mainly by the chemical senses of taste and smell. The "trigeminal senses", which detect chemical irritants in the mouth and throat as well as temperature and texture, are also very important to the overall...
s with nutrient qualities, e.g. fortified water.
Although used increasingly in new food and beverage products, superfruits have not been defined by scientific criteria that would allow consumers to objectively assess nutrient value and potential for furnishing health benefits. Consequently, the term superfruit is used liberally to include a growing list of common and rare fruits, some having sparse scientific evidence for being "super".
Significance
The superfruit category is a relatively new marketing approach for promoting common or rare fruits used as raw materials and ingredients for the global industries of functional foods, beverages and nutraceuticals. The fruits have nutritional significance due to their nutrient richness, antioxidant value or anticipated health benefits. Superfruits have commercial significance associated with their novelty of taste, color, number of food or beverage product formats or potential to stimulate future products with innovative packaging and labeling.The superfoods category is forecast to become a $10 billion global industry by 2011 with several thousand new superfruit products expected to enter the marketplace in 2007–8. According to DataMonitor, superfruit product launches over 2007–8 grew at a rate of 67%.
Origin and background
In 2004, the term superfoodSuperfood
Superfood is a term used by various people in a wide variety of manners and contexts. For example, it is sometimes used to describe food with high phytonutrient content that may confer health benefits as a result...
s was popularized by a best-selling book discussing 14 whole foods
Whole foods
Whole foods are foods that are unprocessed and unrefined, or processed and refined as little as possible, before being consumed. Whole foods typically do not contain added ingredients, such as salt, carbohydrates, or fat. Examples of whole foods include unpolished grains, beans, fruits, vegetables...
with extraordinary nutrition
Nutrition
Nutrition is the provision, to cells and organisms, of the materials necessary to support life. Many common health problems can be prevented or alleviated with a healthy diet....
. One the blueberry
Blueberry
Blueberries are flowering plants of the genus Vaccinium with dark-blue berries and are perennial...
became known as a superfruit when its exceptional antioxidant
Antioxidant
An antioxidant is a molecule capable of inhibiting the oxidation of other molecules. Oxidation is a chemical reaction that transfers electrons or hydrogen from a substance to an oxidizing agent. Oxidation reactions can produce free radicals. In turn, these radicals can start chain reactions. When...
properties were revealed by publication of United States Department of Agriculture
United States Department of Agriculture
The United States Department of Agriculture is the United States federal executive department responsible for developing and executing U.S. federal government policy on farming, agriculture, and food...
assays on antioxidant strength, the oxygen radical absorbance capacity
Oxygen radical absorbance capacity
Oxygen Radical Absorbance Capacity is a method of measuring antioxidant capacities in biological samples in vitro.A wide variety of foods has been tested using this method, with certain spices, berries and legumes rated highly. There exists no physiological proof in vivo that free-radical theory...
or ORAC
Oxygen radical absorbance capacity
Oxygen Radical Absorbance Capacity is a method of measuring antioxidant capacities in biological samples in vitro.A wide variety of foods has been tested using this method, with certain spices, berries and legumes rated highly. There exists no physiological proof in vivo that free-radical theory...
for 100 common foods. Wild blueberries ("lowbush", Vaccinium angustifolium
Lowbush blueberry
Vaccinium angustifolium, commonly known as the Lowbush Blueberry, is a species of blueberry native to eastern and central Canada and the northeastern United States, growing as far south as West Virginia and west to the Great Lakes region, Minnesota and Manitoba...
) were at the top of the 2004 rankings for fruit. By refinement of the ORAC
Oxygen radical absorbance capacity
Oxygen Radical Absorbance Capacity is a method of measuring antioxidant capacities in biological samples in vitro.A wide variety of foods has been tested using this method, with certain spices, berries and legumes rated highly. There exists no physiological proof in vivo that free-radical theory...
assay and new analyses published in 2006-7, other berry fruits such as wolfberry
Wolfberry
Wolfberry, commercially called goji berry, is the common name for the fruit of two very closely related species: Lycium barbarum and L. chinense , two species of boxthorn in the family Solanaceae...
(goji berry), elderberry
Elderberry
Sambucus is a genus of between 5 and 30 species of shrubs or small trees in the moschatel family, Adoxaceae. It was formerly placed in the honeysuckle family, Caprifoliaceae, but was reclassified due to genetic evidence...
and cranberry
Cranberry
Cranberries are a group of evergreen dwarf shrubs or trailing vines in the subgenus Oxycoccus of the genus Vaccinium. In some methods of classification, Oxycoccus is regarded as a genus in its own right...
, have superseded blueberries on the antioxidant rankings, attention possibly caused by growing consumer demand for superfruits.
Indicating industry enthusiasm for novel product development, superfruits have been called "the future of health", "fruits of the future", "superheroes of functionality" and "heroes in the natural food marketplace". More than a dozen industry publications on functional foods and beverages have referred to various exotic or antioxidant species as superfruits with estimates for some 10,000 new product introductions in 2007–8.
However, definition of a superfruit remains obscure with no scientific standards or commercial criteria accepted uniformly in the industry.
Working definition
As a term, superfruit may have two meanings according to interest one for commercial success, and another for health properties. Below, these together combine with other criteria to qualify a superfruit.Definition by commercial success or promise of health benefits
A superfruit is thought by many consumers to be any fruit offering value beyond basic nutrition. Key criteria for superfruit success appear to include novelty, perceived health benefits, convenience, reliable supply and effective promotion.Juices and fruit blend beverages are popular for consuming superfruits at present as beverages seem preferred for convenience and product enjoyment. Fruit juice remains one of the only foods consumers still regard as "natural" even when pasteurized and processed.
Additionally, mainstream consumers seem to accept juices of fruits that would not be popular in fresh form, such as noni
Noni
Morinda citrifolia, commonly known as great morinda, Indian mulberry, nunaakai , dog dumpling , mengkudu , Kumudu , pace , beach mulberry, cheese fruit or noni is a tree in the coffee family, Rubiaceae...
and pomegranate
Pomegranate
The pomegranate , Punica granatum, is a fruit-bearing deciduous shrub or small tree growing between five and eight meters tall.Native to the area of modern day Iran, the pomegranate has been cultivated in the Caucasus since ancient times. From there it spread to Asian areas such as the Caucasus as...
two of the largest selling juices. Tahitian Noni
Tahitian Noni
Tahitian Noni International , a subsidiary of Morinda Holdings, Inc., is a multi-level marketing company that markets products made from the noni plant. Founded in 1996 and based in Provo, Utah, TNI employs approximately 1,500 employees worldwide. They claim total yearly sales in the range of $500...
began selling noni juice in 1996, and claims $2 billion in sales during their first 10 years of operation. Earlier reports showed pomegranate-based products grew nearly 400 per cent over 2005-7 from new launches, a gain exceeding all the previous six years. Similarly, XanGo
XanGo
XANGO, LLC, founded in 2002, is a privately owned international network marketing company based in Lehi, Utah. The company markets and distributes XANGO Juice, a blended juice product consisting of mangosteen and other juices, and skin care, personal care, energy supplement and nutritional...
, a multiple-fruit juice containing mangosteen
Mangosteen
The purple mangosteen , colloquially known simply as mangosteen, is a tropical evergreen tree believed to have originated in the Sunda Islands and the Moluccas of Indonesia. The tree grows from 7 to 25 m tall...
juice, grew from $40 million in 2002 sales to over $200 million in 2005, with anticipated total sales for 2006–7 of approximately $400 million.
To begin consideration of commercial characteristics that may apply to defining a superfruit are criteria related to market success or promise for gaining health benefits
- Novelty judged by consumers
- Appeal to consumers (visual, aromatic, taste, physical, perceived health benefit)
- Supply by growers, processors and shipping capabilities
- Production by farmers and manufacturers
- Convenience of using the raw material
- Promotion, marketing and distribution
- Creation of a market niche, employing a low-volume, high-value strategy relative to major retail brands
- Sales year over year
- Growth potential, innovative new products
One 2007 strategy of manufacturers is to use superfruits to enhance flavor of other products, attempting to mask tastes or provide impressions of novelty and health. With some 5,000 new products introduced in 2005 on berries alone and more than 500 new superfruit products launched in 2006, the superfruit category is establishing significant commercial presence. DataMonitor includes the superfruit category as one of the top 10 global trends in consumer products for 2008.
Commonly mentioned superfruits
Format: common name, botanical name, main country(ies) of origin supplying the commercial market.- açaí (Euterpe oleracea), BrazilBrazilBrazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
, VenezuelaVenezuelaVenezuela , officially called the Bolivarian Republic of Venezuela , is a tropical country on the northern coast of South America. It borders Colombia to the west, Guyana to the east, and Brazil to the south... - blueberryBlueberryBlueberries are flowering plants of the genus Vaccinium with dark-blue berries and are perennial...
(Vaccinium angustifolium and Vaccinium corymbosum), North Europe, RussiaRussiaRussia or , officially known as both Russia and the Russian Federation , is a country in northern Eurasia. It is a federal semi-presidential republic, comprising 83 federal subjects...
, CanadaCanadaCanada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
(Nova ScotiaNova ScotiaNova Scotia is one of Canada's three Maritime provinces and is the most populous province in Atlantic Canada. The name of the province is Latin for "New Scotland," but "Nova Scotia" is the recognized, English-language name of the province. The provincial capital is Halifax. Nova Scotia is the...
, QuebecQuebecQuebec or is a province in east-central Canada. It is the only Canadian province with a predominantly French-speaking population and the only one whose sole official language is French at the provincial level....
, British ColumbiaBritish ColumbiaBritish Columbia is the westernmost of Canada's provinces and is known for its natural beauty, as reflected in its Latin motto, Splendor sine occasu . Its name was chosen by Queen Victoria in 1858...
), United StatesUnited StatesThe United States of America is a federal constitutional republic comprising fifty states and a federal district...
(MaineMaineMaine is a state in the New England region of the northeastern United States, bordered by the Atlantic Ocean to the east and south, New Hampshire to the west, and the Canadian provinces of Quebec to the northwest and New Brunswick to the northeast. Maine is both the northernmost and easternmost...
, New JerseyNew JerseyNew Jersey is a state in the Northeastern and Middle Atlantic regions of the United States. , its population was 8,791,894. It is bordered on the north and east by the state of New York, on the southeast and south by the Atlantic Ocean, on the west by Pennsylvania and on the southwest by Delaware...
, MichiganMichiganMichigan is a U.S. state located in the Great Lakes Region of the United States of America. The name Michigan is the French form of the Ojibwa word mishigamaa, meaning "large water" or "large lake"....
), ChileChileChile ,officially the Republic of Chile , is a country in South America occupying a long, narrow coastal strip between the Andes mountains to the east and the Pacific Ocean to the west. It borders Peru to the north, Bolivia to the northeast, Argentina to the east, and the Drake Passage in the far... - cranberryCranberryCranberries are a group of evergreen dwarf shrubs or trailing vines in the subgenus Oxycoccus of the genus Vaccinium. In some methods of classification, Oxycoccus is regarded as a genus in its own right...
(Vaccinium macrocarpon), North Europe, RussiaRussiaRussia or , officially known as both Russia and the Russian Federation , is a country in northern Eurasia. It is a federal semi-presidential republic, comprising 83 federal subjects...
, United States (WisconsinWisconsinWisconsin is a U.S. state located in the north-central United States and is part of the Midwest. It is bordered by Minnesota to the west, Iowa to the southwest, Illinois to the south, Lake Michigan to the east, Michigan to the northeast, and Lake Superior to the north. Wisconsin's capital is...
, MassachusettsMassachusettsThe Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...
, OregonOregonOregon is a state in the Pacific Northwest region of the United States. It is located on the Pacific coast, with Washington to the north, California to the south, Nevada on the southeast and Idaho to the east. The Columbia and Snake rivers delineate much of Oregon's northern and eastern...
, Washington, New JerseyNew JerseyNew Jersey is a state in the Northeastern and Middle Atlantic regions of the United States. , its population was 8,791,894. It is bordered on the north and east by the state of New York, on the southeast and south by the Atlantic Ocean, on the west by Pennsylvania and on the southwest by Delaware...
), Canada (QuebecQuebecQuebec or is a province in east-central Canada. It is the only Canadian province with a predominantly French-speaking population and the only one whose sole official language is French at the provincial level....
, British ColumbiaBritish ColumbiaBritish Columbia is the westernmost of Canada's provinces and is known for its natural beauty, as reflected in its Latin motto, Splendor sine occasu . Its name was chosen by Queen Victoria in 1858...
), ChileChileChile ,officially the Republic of Chile , is a country in South America occupying a long, narrow coastal strip between the Andes mountains to the east and the Pacific Ocean to the west. It borders Peru to the north, Bolivia to the northeast, Argentina to the east, and the Drake Passage in the far... - goji (wolfberryWolfberryWolfberry, commercially called goji berry, is the common name for the fruit of two very closely related species: Lycium barbarum and L. chinense , two species of boxthorn in the family Solanaceae...
, Lycium barbarum), China - grapeGrapeA grape is a non-climacteric fruit, specifically a berry, that grows on the perennial and deciduous woody vines of the genus Vitis. Grapes can be eaten raw or they can be used for making jam, juice, jelly, vinegar, wine, grape seed extracts, raisins, molasses and grape seed oil. Grapes are also...
(red, Vitis vinifera), parts of central Asia, Europe (native), United States (CaliforniaCaliforniaCalifornia is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
) - mangoMangoThe mango is a fleshy stone fruit belonging to the genus Mangifera, consisting of numerous tropical fruiting trees in the flowering plant family Anacardiaceae. The mango is native to India from where it spread all over the world. It is also the most cultivated fruit of the tropical world. While...
(Mangifera indica), Indian subcontinentIndian subcontinentThe Indian subcontinent, also Indian Subcontinent, Indo-Pak Subcontinent or South Asian Subcontinent is a region of the Asian continent on the Indian tectonic plate from the Hindu Kush or Hindu Koh, Himalayas and including the Kuen Lun and Karakoram ranges, forming a land mass which extends...
, Southeast AsiaSoutheast AsiaSoutheast Asia, South-East Asia, South East Asia or Southeastern Asia is a subregion of Asia, consisting of the countries that are geographically south of China, east of India, west of New Guinea and north of Australia. The region lies on the intersection of geological plates, with heavy seismic...
, South PacificOceaniaOceania is a region centered on the islands of the tropical Pacific Ocean. Conceptions of what constitutes Oceania range from the coral atolls and volcanic islands of the South Pacific to the entire insular region between Asia and the Americas, including Australasia and the Malay Archipelago... - pomegranatePomegranateThe pomegranate , Punica granatum, is a fruit-bearing deciduous shrub or small tree growing between five and eight meters tall.Native to the area of modern day Iran, the pomegranate has been cultivated in the Caucasus since ancient times. From there it spread to Asian areas such as the Caucasus as...
(Punica granatum), Mediterranean Region, United States (CaliforniaCaliforniaCalifornia is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
) - sea-buckthornSea-buckthornThe sea-buckthorns are deciduous shrubs in the genus Hippophae, family Elaeagnaceae. The name sea-buckthorn is hyphenated here to avoid confusion with the buckthorns...
(Hippophae rhamnoides), AsiaAsiaAsia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
, EuropeEuropeEurope is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
Apple
Apple
The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
s (Malus domestica), oranges
Orange (fruit)
An orange—specifically, the sweet orange—is the citrus Citrus × sinensis and its fruit. It is the most commonly grown tree fruit in the world....
(Citrus sinensis), tomato
Tomato
The word "tomato" may refer to the plant or the edible, typically red, fruit which it bears. Originating in South America, the tomato was spread around the world following the Spanish colonization of the Americas, and its many varieties are now widely grown, often in greenhouses in cooler...
es (Solanum lycopersicum) and common berries, such as strawberries (Fragaria vesca), red raspberries
Raspberry
The raspberry or hindberry is the edible fruit of a multitude of plant species in the genus Rubus, most of which are in the subgenus Idaeobatus; the name also applies to these plants themselves...
(Rubus idaeus) and blackberries (Rubus ursinus) used for a large number of consumer products, achieve many of the criteria to be superfruits. They are, however, commonly known in the public and have not attracted interest as novelty ingredients, so are not usually included in industry reports as superfruits.