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Brand Week reports that beverage makers are jumping on the “superfruit” bandwagon.

“Superfruits,” in case you didn’t now, are defined as “being high in antioxidants and other nutrients such as phytonutrients,” Brand Week writes. “The category includes cranberries, blueberries, pomegranates and tart cherries, açai berries, black currants, lingonberries, mangosteen and gogi berries. Experts say their popularity is being driven by baby boomers seeking healthy options.”

According to the story, Mintel Global Solutions says that there were 8,000 new “superfruit” product introductions last year, and there could be as many as 10,000 during 2007.
KC's View:
Here’s the thing. Until I read this story, which says that over a two-year period there have been more than 16,000 new products that contained superfruits, I could not have named one. Not one.

Granted, I’m a small sample. Maybe I just wasn't paying attention.

But I’m sort of in the middle of their target consumer – an aging baby boomer trying to be smart about my health. So, yeah, maybe I’m just oblivious. But is it possible that there is so much noise and clutter that this entire category has receded from view…or at least my view?

Just asking.