We’ve all heard it said that if you eat healthy food, you don't need a multi-vitamin or superfood. In an ideal world maybe! However, most people’s diets are nowhere near “healthy”. Whether it’s lack of time/knowledge to prepare nutritious meals, an unwillingness to eat fruit and vegetables, or financial constraints – the times have changed, but what our body needs has not.

To get all the vitamins, minerals, fats, carbs, and protein your body needs, you have to eat a minimum of 2000 calories a day – mostly fruit, veges and grains. Most of us can’t afford that in preparation time or money, even if we felt hungry enough! You would also need to grow it yourself, or buy from an organic farmer with nutrient-rich soil, because today’s agricultural practices strip the soil of nutrients. Many years ago people would rotate crops to give the earth time to replenish, but today the pressures of the food chain mean commercial growers soak soil with chemical fertilisers, pesticides and herbicides, or plant GMO crops so they don’t have to worry about bad weather or insects. However, bigger yields with perfect skins are less nutritious because their ability to manufacture or uptake nutrients has not kept pace with their rapid growth - remember when tomatoes used to last no more than a few days from picking? 

People who exercise regularly or have a physical job need more nutrients, as do pregnant and breastfeeding mums, children going through growth spurts, or poorly nourished children/adults who cannot (or will not) eat healthy food. We also see increasing numbers of people with dietary restrictions and allergens. As the majority of us are under stress, so nutrient supplements can – and do – help most people.

Superfoods are normally described as (normally organic) that are high in nutrition or have an abundance of different types of the food to give an effective cross-section of dietary goodness in a tasty all-in-one super-mix.