Cracking the superfood code
They say you are what you eat, so wouldn’t it be helpful if we actually understood what we’re putting in our mouths?!
Recently, St Helen’s Farm carried out research into the nation’s attitudes towards and understanding of superfoods and we found that Brits are super confused, with millions wrongly believing that chocolate, bread and pizza fall into this category.
We found that only a third of those surveyed could confidently say whether a food item was considered a superfood and one in 20 even believe fizzy drinks count. Curry (6%), cake (6%) and even beer (6%) also cropped up. Yet less than half were aware that spinach and kale fit into the superfood group and just 10% considered goats’ milk.
Leading nutritionist Amanda Hamilton said: “Although the term superfood isn’t commonly used by experts as there’s no standard criteria that defines it, it is increasingly used by consumers so it has become a label worth understanding. The fact is, the term superfood is here to stay so better to help people understand which beneficial foods fall into this category and which shouldn’t.”
When we asked those we surveyed what they thought made a superfood super, more than a third think ‘good fats’ play a part and, while 62% also think antioxidants are a key nutrient in superfoods, 42% admitted they didn’t know what these are. Almost half of those we asked believe minerals are another component and a quarter think they should be low in calories. 58% believed superfoods to be full of vitamins, 38% said they were a good source of energy and a third said the freshness of food makes it more or less likely to be a superfood.
Amanda clarified: “For me to call something a superfood I’d be looking for something with exceptional levels of nutrient density, or some kind of added benefit that’s hard to get in other ways. From my point of view, something like goats’ milk should have the superfood label as it is gentler on the tummy for many people and you don’t miss out on the vital calcium, vitamins and minerals that you expect from milk. I introduced it for my daughter who had trouble with cows’ milk and now we all just love the taste.”
Amanda added that “superfoods should help solve nutrition challenges, not add to them. If those special foods can be locally sourced, all the better.” There’s no wonder then, that so many people are choosing to upgrade to goats’ milk.
50 Foods Brits believe are superfoods:
- Whole grains
- Brussels sprouts
- Kidney beans
- Almond milk
- Coconut milk
- Soya milk
- Oat milk
- Cow’s milk
- Goat’s milk
- Salted peanuts
- Ice cream