When it comes to marketing, a lot of fancy words make it to the dictionary. According to celebrity chef Ranveer Brar, the term superfood is also nothing but a ‘marketing stunt.’ He explained to Bollywood actress Soha Ali Khan how the definition of superfood is given, and why those who wish to sell their product.
Superfoods don’t exist? Ranveer Brar explains the marketing approach behind the term
While speaking to Soha Ali Khan, Ranveer Brar explained the concept that the food industry runs on cause-and-effect approaches. Without even understanding the meaning, and just to build credibility, brands today name 10 compounds in an ingredient.“The word superfood. Who created this word? It’s a marketing stunt. Who defines superfoods? A company wanting to sell a product defines superfoods,” Ranveer told Soha.He added that the consumer is given information with the sole intention of selling the product either directly or indirectly. He said, “Superfood is a word created with the intent to sell a product. What we need to do is understand the effects it has on our body and find answers based on those effects.”
Ranveer Brar and the conversation around the food that matters
Elsewhere in the conversation, Ranveer Brar spoke about smaller millets and their endless benefits. He shared millets like nachini (ragi or finger millet) contain micronutrients and are a rich source of calcium. He continued to list other vegetables, fruits and nuts and highlighted their key benefits. “I look at our berries, including jamun (Indian blackberry) and falsa (Indian sherbet berry); they are such strong-coloured fruits that are so high in antioxidants,” he said.He also mentioned that makhana (fox nut) with high fibre is another strong ingredient to add to a pate. “You have had these ingredients, and as a culture and civilisation, we have been an effect-first approach. Eat it because it is good for you. Even with haldi,” he explained.“Our culture has been effect-forward; unfortunately, to sell things you need to cause-first… Ayurveda is effect-first. Our science is engineered differently,” he added.With this, he put the superfood confusion to an end. He also highlighted the underdogs of the respective industry.