Chia, Matcha, Goji – these exotic names hide superfoods. What makes them so “super”? They are said to be particularly rich in valuable ingredients and thus contribute to the health of the body. Is that correct? In an interview, Robert Kronecker from Hafervoll explains where the trend comes from and whether there is really something behind it.

Robert, where does the “superfoods” trend come from?

Every trend comes from the USA. So also the superfoods. We became aware of the superfoods at international trade fairs, including in Great Britain and the Netherlands. But you can also see them more and more on Instagram. They are simply raw materials that can be beneficial from a nutritional point of view, and they are a great help for everyday life because they are easy to use.

What makes it so beneficial for nutrition?

You always hear that superfoods can do more than other foods. But that’s not true. No plant extract – and nothing else is superfoods – lets you tear out trees. However, they contain many active ingredients that can support the immune system and cell renewal, for example. But don’t expect miracles and don’t overdo it: everything has its limits. It is not enough to start with a cereal with superfoods in the morning. The rest of the day you have to live a healthy life, with exercise, a balanced diet and relaxation. So superfoods are not necessarily better and cannot do more than other foods. But with one or the other, they could possibly compensate for a deficiency, such as vitamin B12 in vegans.

Why do you use them?

Because they are simply practical: one or two teaspoons of powder in a shake or smoothie, it’s easy to do. Or pour a tea – I mean Matcha tea – or superfoods can also be used well in yogurt and muesli. Even when baking. The last thing I made was raw food balls, from the press cake that was left over from my homemade cashew milk. Just some barley grass and a few raspberries, roll in flour, done!

Or let’s take chia seeds, for example. Of course, you can also eat flax seeds instead, because both provide fiber. But unlike flax seeds, chia seeds contain more omega-3 fatty acids and are also suitable for baking because they swell well. You always have to weigh it up and decide for yourself what you want to use. Superfoods are, so to speak, the trendy alternative.

Do superfoods taste good?

Well, to be honest … pure taste bitter, like lawn or slightly acidic – just like a plant. This is due to the chlorophyll. The big challenge is therefore to develop products and recipes with superfoods that taste good. On the other hand, you usually only need a little of the powder – a teaspoon is usually quite sufficient. Combined with fresh and tasty ingredients, they taste good.

What should you watch out for if you want to use superfoods?

On the quality! Not every superfood has been grown and processed under optimal conditions. There are big differences. Using Matcha tea as an example, I can make it clear: Matcha tea from Japan contains most of the active ingredients, because it has been processed gently in the dark. Accordingly, it is precious. However, the packaging often does not state where the superfood comes from and how it was processed. The differences in quality are therefore not necessarily apparent to the consumer. You have to deal very carefully with the topic and the product.


Everyone has to decide for themselves whether you want to eat superfoods or not. Superfoods offer no more advantages than our domestic “superfoods” such as raspberries or kale. Nevertheless, Chia and Co. can expand your menu, provide variety and trendy food, but you shouldn’t expect miracles. A healthy lifestyle includes a balanced diet, exercise and relaxation.

Recipes with superfoods

You want to try superfoods but don’t know exactly how to use them? On the next page you will find a few recipes from Hafervoll that are sure to inspire you.

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