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Superfoods: Marketing and/or Mysticism


Perhaps no label has more power over the health-focused consumer than that of “superfood,” a whole food said to have uniquely valuable nutrition benefits. One food after another has been labeled a superfood, from blueberries to açai berries to kale, resulting in booming sales. A recent study identified newly-popularized superfoods as one of the top 10 food… Continue reading <span class="meta-nav">→</span>

What Does a Clean Label Mean to Consumers?

A clean label: the aspiration of the formulator, the obsession of the food executive, the love of the marketing department. Consumer advocates and shifting tastes have pushed the industry toward ingredient statements that are simpler, shorter, and more comprehensible to ordinary consumers—in short, “cleaner.” In response, ingredient companies market their offerings as promoting a clean… Continue reading <span class="meta-nav">→</span>