Since almost all fruits contain a positive nutritional attribute, every fruit is super in it’s own way. But that doesn’t stop some from making a killing in the “superfruit” niche. BusinessWeek has more:
Once a niche industry, the â€œsuper-premiumâ€ juice business, more focused on healthy, exotic nectars than the kinds of juices purveyed by Welchâ€™s and Tropicana, is now a multibillion-dollar enterprise.
At the heart of this industry is the heated race for new and ever more health-promoting ingredients. On one end of this spectrum are vegetables that few would associate with refreshing juicesâ€”such as kale or celery. On the other are â€œsuperfruits,â€ an astonishingly flexible marketing term that seems to generally refer to fruits heavy in antioxidants, but for which â€œthere is no scientific or regulatory definition,â€ says Jeffrey Blumberg, director of the U.S. Department of Agricultureâ€™s antioxidants research laboratory.
Photo by Kamila Gornia.