Antioxidant nutrients are so important as marketing tools that they constitute their own brand, say British experts on such questions.
Apparently, up to 60% of consumers who see an antioxidant claim on a
product label will buy it for that reason. Despite lack of evidence that additional antioxidants make people healthier (and may actually do some harm), these claims are so popular that food companies introduced nearly 300 new antioxidant-labeled products into U.S. supermarkets last year. I've been collecting choice examples: breakfast cereals, of course (they are always at the leading edge of nutritional marketing), but also jelly beans.
The marketing has become so competitive that unprocessed fruits and vegetables have to get into the act. I've seen ads for blueberries, tomatoes, and artichokes advertising their high antioxidant content. Of course they have antioxidants. All fruits and vegetables contain antioxidants, and theirs may actually do some good.
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Okay, this seriously gets my goat.
I work at a store many consider a health food store (but doesn't claim to be) and EVERYONE is interested in anti-oxidants, but probably wouldn't' be able to tell you what they naturally exist in. Eat some veggies people. Like broccoli! And tomatoes! Maybe a raspberry or two!
I'm surprised you seem to ignore the valid certification procedures that can identify actual antioxidant content in fruits and vegetables. This ORAC value system was developed at Tufts University under the auspices of the U.S. Dept. of Agriculture. Brunswick Laboratories is the leading company evaluating
foods for ORAC ratings. Unprocessed cocoa has by far the largest amount, with a rating of 26,000 per 100 grams, while the Acai berry comes in second at 18,500. Dark chocolate (I am writing a book on its health benefits, as a follow-up to my earlier bestseller, MONEYLOVE, and it's called CHOCOLATELOVE) is one of
the best sources of antioxidants as well as magnesium and other nutrients. But care and caution are required. Any heating or fermenting or alkalizing in the manufacture of chocolate will destroy a major portion of the antioxidants. The closer to the raw cacao bean, the healthier the dark chocolate (milk also
damages antioxidants).
Blueberreis come in at just 2,400 ORAC per 100 grams, raw spinach at 1,260, broccoli florets at 890, and red wine and green tea even lower. That is not to say these aren't important and healthy foods, as each fruit and vegetable has its own unique nutrients. And the new field of Food Synergy shows us that certain combinations interact well. Dark chocolate seems to enhance the nutritional value of any berry with which it is combined...so yes, dip those strawberries! For more, check my blog at jerrygillies.net.
It is most interesting, how every manufactured food is now being advertised with its antioxidant properties, regardless of bioavailability, effectiveness, scientific background or the fact that “Antioxidant: Ascorbic Acid” in the ingredients list would not be perceived well by the very same consumers who would happily pay more for a product with the word “Antioxidant” written in big letters on the front of the pack.
To me, this is only further evidence that the manufacturers’ claim the average consumer would actually understand antioxidant-claims is untrue.