The frequency that these superfoods — from magical fruits, to specialized herbs or superfood powders containing “all of your essential daily vitamins” — are popping up in my feeds is getting out of hand. Many individuals read these hyped-up claims and want to incorporate the latest superfood into their nutrition routine to reap the benefits promised. Most superfoods or superfood products can also be pretty pricey, and studies on consumer behavior show that people are willing to pay more money for foods they perceive as healthy. What’s the deal with superfoods? Are they worth the hype?