The word superfood may feel like a relatively recent addition to the common lexicon. But the idea of a magical food that has extremely high nutritional content and/or health benefits has been around for roughly a century.
The first superfood is something we consider ordinary today: the banana.
According to the Harvard School of Public Health blog The Nutrition Source, the United Food Company first launched the idea of the banana as a superfood as part of an “enthusiastic” marketing strategy to promote an import of bananas. Their campaign included publishing pamphlets about the convenience and health benefits of bananas, an idea that was supported by an American Medical Association announcement that the exotic-at-the-time fruit could cure celiac disease.
By all accounts, the marketing campaign worked — even 100 years later, Americans eat 28.5 pounds of bananas per capita every year.
The history is interesting, but, of course, the big question is “what’s next?”
A recent report by Kerry found that when it comes to functional foods, consumers prioritize weight, mood, energy, and sleep. Here’s some recent research that provides insights into what might be the next big thing:
Alongside these emerging superfoods are ones that have been trending for a few years now. A survey of more than 1,300 registered dietitians by Pollock Communications and Today’s Dietitian found that fermented foods, avocados, and seeds are still the top superfoods for 2019.
Whatever the actual health or nutrition benefits, superfoods have helped some companies achieve supersales. The results of multiple studies have shown that consumers, especially younger ones — are willing to pay more for foods they believe are healthier, and the idea of food as medicine has been steadily gaining popularity.
To capitalize on these trends, companies need what The Nutrition Source calls “the essentials”:
By Krista Garver
Source: Food Industry Executive
Danone has appointed Carla Hilhorst to the newly created position of senior vice president of research and innovation categories and zones, as the company looks to make science the heart of its business. Hilhorst, who brings over 30 years of experience in research and innovation, will report directly to Isabelle Esser, Danone’s chief research, innovation, quality and food safety officer.
The move, part of Pernod Ricard’s strategy to enhance its premiumisation efforts, will allow the company to focus more resources on its portfolio of premium international spirits and champagne brands that drive the growth of its business. This decision aligns with the company’s commitment to delivering sustainable value for shareholders, employees, clients and partners.
Schai – who is the current CEO of Swiss chocolate company Lindt & Sprüngli’s Australian operation – has previously worked with Aryzta from 2015-2018, where he served in roles including managing director for Asia Pacific and global strategic business lead (McDonald’s). The fast-food giant McDonald’s is one of Aryzta’s significant clients.