Superfoods not so super

It’s a pretty low bar right?! Same same for ‘Superfood’ based supplements. Whether that’s freeze dried vegetable powder, whose marketing suggests it substitutes for ‘X serves of greens a day’, when in fact it provides the equivalent of less than 1/2 cup of kale, or ‘Oceanic sources of Magnesium’, which is actually Mg hydroxide – the oldest laxative around, or absolutely any of the offal offerings on the market right now – the scope for what you can say about your supplement is outrageously broad. Oh and you don’t need any independent analysis of its actual nutritional composition. And even if you did spend the money to have this performed (which is the case for only 1/8 of these offal offering companies we contacted in Australia) – you don’t need to declare what’s actually in there – outside of those mandated in food: kj, macros, sodium. Because you identify as a food! In addition to this, label warnings are not necessary and the so-called ‘RDIs’ applied are generally lower than our actual requirements – certainly as women, let alone pregnant or breastfeeding – but in spite of this you can state absolutes like, ‘This supplement provides 100% of the RDI’! Even when it doesn’t for the key demographic you’re marketing to! Oh and where were you made? Same place as the sugary cereal. A factory that specialises in UPF production!

This is a LOT different to heavily regulated practitioner-only supplements available through your qualified naturopath.

Now of course Offal is so ‘in’ right now because of its word association with: ‘Wild’, ‘Ancestral’, ‘Primal’. All mega marketing levers currently employed for crushing the competition. But has anyone really thought the offal offerings through, based on everything I’ve just outlined? And like most ‘Superfood Supplements’ you’d be streets ahead (nutritionally, economically, environmentally) if you just ate it.

Real, fresh, organic, whole food – it’s what our body knows; it’s more than the ingredients list — it communicates with and instructs our DNA.