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Superfoods

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. Natural raw foods or ingredients. Processed ingredients.

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Superfoods

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  1. Superfoods Dr Carrie Ruxton Nutrition consultant

  2. What are superfoods?

  3. No agreed definition • Implied that the food or ingredient delivers a health or wellbeing benefit • Separate from its ability to meet nutrient requirements

  4. Natural raw foods or ingredients Processed ingredients Novel ingredients Superfoods as a concept ‘naturalness’ decreases, regulatory burden increases

  5. Consumers interested in ‘superfood’ products Datamonitor, 2005

  6. 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

  7. But they don’t trust them Datamonitor, 2005

  8. Int J Food Sci Nutrition,2007; 57(3-4): 249-272.

  9. Mink et al (2007). AJCN 85, 895-909 Anthocyanidins p=0.03 Flavanones p=0.01 N=34492 US post-menopausal women, prospective study Adjusted RR for age, BMI, EI and lifestyle

  10. 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

  11. Consumer interest up Evidence growing Health claim opportunities going down? Problem

  12. The new legal environment Launching successful products What’s on the market? Communicating Benefits to consumers Case studies

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