Super sales, super profits, superfoods: super start-ups

Although foods such as matcha, quinoa and chia are assumed to good for health the claims is, nonetheless, largely unproven. Despite this, many start-ups are making money with so-called superfoods.

Here are some more of our recent posts on innovation and food: #food

The days are long gone when food was simply a matter of satisfying hunger. In some ways, food has become a sort of substitute religion, if not something that people are paying much more attention to than previously. Today, people shop for food in order to detox, increase stamina, and reduce ailments.

So-called “superfoods” are marketed as slimming, healthy and with all manner of additional benefits.  As the new statistics show, sales of superfoods are booming. Sales of Chia seeds have doubled from 2015 to 2016. Chia seeds are said to be rich in antioxidants, proteins, fibre, vitamins and minerals. In addition, as promised by sellers, they have the highest omega-3 occurrence at over 18 grams per 100 grams. Also, they have a blood thinning effect which lowers the risk of a stroke or heart attack significantly. Similar effects are reported for matcha tea and quinoa.

A healthy and varied diet is undoubtedly good for health but there are scientists who argue that a similar effect to these ‘superfoods’ can be achieved by using simple linseed, the latter being well-known, easily available and much cheaper.

But sales of “superfoods” are booming and we can expect more start-ups to build a business model around these foods.

Photo credit: Material used in the preparation of this article has been drawn from Gruender Szene.


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