Have a look at this charming 9 minute clip by The Checkout, an Australian TV series, which debunks the concept of “superfoods”; in particular Goji Berries, Chia Seeds and Açaí.

The Checkout cheekily describes the formula of a superfood:

1. Someone discovers an exotic food that an ancient tribe that has been eating for thousands of years. They rave about all the nutrients it contains and it’s miraculous health-altering properties. 2. The media goes nuts and (especially if Oprah endorses it) … 3. …sales skyrocket and suddenly it is talked about everywhere.

An essential property of a superfood seems to be the absence of any proper scientific trial conducted on it. By the time a proper trial is conducted (which inevitably debunks the miraculous claims) the media is abuzz with the next superfood fad.

There is nothing harmful about these so-called “superfoods”, they certainly do contain lots of nutrients. The problem is that dollar-per-nutrient they are ridiculously expensive. We, the ever-gullible consumer, are simply being ripped off.

As The Checkout say, “There is no such thing as superfoods, just super marketing”.

So save your money and enjoy real food instead.