Prove 'superfoods' are good for you, supermarkets told

Sellers of so-called superfoods will from have to prove the products really are good for you.

Blueberries, soya beans, watercress and pomegranate have all soared in popularity thanks to claims that they boost health.

Beetroot joined the superfoods list last year after studies showed it could lower cholesterol.

Producers and supermarkets cite evidence that the fruits and vegetables can protect against illnesses such as cancer and heart disease.

But critics say a healthy, balanced diet is more important than singling out individual products.

And now superfoods are being targeted in a European Union drive to police the nutrition and health claims made in advertising, labelling and presenting food.

New regulations mean producers and stores will have to justify statements that their products are "superfoods", "healthy" or "good for you". It is expected that wording will have to be more specific, such as "it's good for your bones".

A list of acceptable health claims is being drawn up by the European Food Safety Authority.

Nutritional claims such as "low in salt" or "light" will also have to meet a standardised Europewide definition. If a food is promoted as being low in salt while also being high in sugar, both facts will have to be made clear on the label.

Although the regulations come into force tomorrow, firms have up to two years to fall into line.

A spokesman for the Food Standards Agency said: "Every claim will have to be based on science.

"It's being done to protect consumers because there are a lot of different claims being made.

"Although there is legislation saying you can't make misleading claims, this will make it easier to understand." Products likely to be affected by the new rules include Innocent superfoods smoothies and the Jordans superfoods granola range.

Oily fish, spinach, broccoli and walnuts are all also claimed to be superfoods.

Catherine Collins, chief dietician at St George's Hospital, London, said the term was meaningless as well as potentially misleading.

She said consumers were often seduced by exotic foreign produce at the expense of more local fruit and vegetables.