Celebrity chef Ranveer Brar has sparked a conversation by calling the term 'superfood' nothing but a 'marketing stunt.' In a discussion with Bollywood actress Soha Ali Khan, Brar explained how the food industry uses cause-and-effect approaches to sell products, often without consumers understanding the true meaning behind the labels.
Superfoods Don't Exist? Ranveer Brar Explains the Marketing Approach
During the conversation, Brar highlighted that the food industry thrives on cause-and-effect strategies. Brands name 10 compounds in an ingredient to build credibility, even without fully understanding their significance. 'The word superfood. Who created this word? It's a marketing stunt. Who defines superfoods? A company wanting to sell a product defines superfoods,' Brar told Soha.
He added that consumers are given information with the sole intention of selling the product, either directly or indirectly. '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,' he said.
Ranveer Brar and the Conversation Around Food That Matters
Elsewhere in the discussion, Brar spoke about the benefits of smaller millets. He shared that millets like nachini (ragi or finger millet) contain micronutrients and are a rich source of calcium. He also listed other vegetables, fruits, and nuts, highlighting 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 its high fibre content, is another strong ingredient to add to a diet. '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, Brar put the superfood confusion to an end, highlighting the underdogs of the respective industry.
