Jamie Oliver’s new book Superfood Family classics is a recipe book that features easy, super tasty meals that are packed with goodness. Jamie lists in the foreword that he has taken a whole host of classic comfort dishes and ultimate family favourites and tested and edited them to make sure they fit in with his super-food philosophy.
Jamie’s new book ‘Superfoods Family Classics’, contains many wonderful recipes which contain lots of nutritious vegetables. Jamie continues to try to make the nation eat healthier, however the use of the word ‘superfoods’ is a book trending on a big marketing term, There is nothing super about these recipes, yes they are delicious meals that are very nutritious.... just not super!
Ok now for the rant! I must admit I am getting super bored of hearing about the latest superfood. One could say that all natural, whole foods are super because they have varied nutrients. Yes some foods are higher in certain nutritional properties these foods are considered functional foods. However the food industry marketers have gone crazy with promoting super foods, because the tag line sells.
Jamies book features recipes which include ‘super Leek’, ‘super tuna’ ‘super brussels’… When will this ever end? Everything that contains fruit, vegetables, oily fish, grains, pulses and lean meat could be considered super, however, other foods can be left behind, what about onions, carrots, tinned tomatoes - probably not super enough? Yet nutritionally they are super however the general public won't know this because no one is promoting them as 'super'... Until it is featured on Oprah and then the 'new superfood' will fly off the shelves... and probably become to expensive for anyone to afford to eat again.. doh!
James first recipe ‘chocolate porridge’ contains over 21.2g sugar per serving.
Wait a minute?
Natural porridge is only 1g/100g and if its for the whole family perhaps it isn’t wise to be encouraging kids to eat chocolate at breakfast?!
There is also nothing super about ‘breakfast doughnuts’, also high in sugar at 21.4g sugar per serve. Perhaps encouraging doughnuts for breakfast isn’t very helpful either, regardless of whether or not they are covered in blueberries (yes very rich in anthocyanins).
The use of the term ‘super’ in the book may make people ignore the sugar and fat because its ‘super’ it must be good, and in a few instances this isn’t the case. Which we are seeing more and more in the marketplace.
My takeaway of Jamies new book; lovely tasty recipes and generally a healthy cookbook.
However, the superfood tagline indicates to the reader these recipes may be magical and have health benefits higher than other meals, which we know just isn’t true.
Jamie, you are a super guy and a super chef, however I believe your marketing team are grabbing onto this superfood craze to try to flog more books off the back of this very big ‘superfood’ trend! Someone as influential as yourself has the ability to further confuse the public.
Would I buy it? Yes! because I love Jamie and I love his food.
Although I feel if they could drop the Super, perhaps 'Healthy Family Classics' would have been a better title. Not quite as Sexy though eh?
· Superfood family classics
· Jamie Oliver
Available from all major retailers.
To read more about Superfoods visit The European Food Information Council
Eating Well Living Well Superfoods are they really that Super?