When it comes to pet nutrition, buzzwords are everywhere—“all-natural,” “holistic,” “hypoallergenic,” and perhaps the most overused and meaningless of them all: superfood.

At Harper & Friends, we take canine health seriously, which is why we have refused to use this trendy, marketing-driven term. Superfood has been so overused and misapplied that it no longer means anything. It’s a label designed to sell products, not educate pet parents—and that’s not how we do things.

Instead of relying on empty buzzwords, we focus on science-backed nutrition—choosing ingredients based on their real, functional benefits, not hype. Because your dog deserves honest, transparent nutrition—not marketing gimmicks.

The Origins of “Superfood”

The term superfood wasn’t created by nutritionists or scientists—it was invented by marketers. Its first use dates back to 1915 when the United Fruit Company used it in an ad campaign to promote bananas (Not the Same Banana you see at the store) as a must-have food for health. Since then, superfood has become a widely used marketing buzzword in both human and pet nutrition.

The problem? There’s no scientific definition, regulation, or standard for what makes something a superfood. It’s a term designed to sell products, not to educate consumers about nutrition—giving marketers free rein to use it however they want.

What Is a Superfood?

Most definitions suggest that a superfood is rich in antioxidants, fiber, and omega-3 fatty acids, or that it has an exceptionally high nutrient density. But here’s the problem—there’s no official or scientific definition of what makes something a superfood.

• Dictionary.com: “A food considered exceptionally good for one’s health and for boosting the immune system owing to its naturally high content of vitamins, minerals, fiber, antioxidants, or omega-3 fatty acids.”
• Merriam-Webster: “A food (such as salmon, broccoli, or blueberries) that is rich in compounds (such as antioxidants, fiber, or fatty acids) considered beneficial to a person's health.”
• Harvard School of Public Health: “A food is promoted to superfood status when it offers high levels of desirable nutrients, is linked to the prevention of a disease, or is believed to offer several simultaneous health benefits beyond its nutritional value.”
• Cleveland Clinic: “Superfoods aren’t a nutritionally recognized category of foods, so there are no specific criteria a food must meet to be considered one.”

Without a standard definition, anything can and is labeled a superfood. That means the term isn’t just vague—it’s meaningless.

Problems with the term superfood

Exotic

One of the biggest issues with the term superfood is that it’s often applied to anything exotic—as if being rare or unfamiliar automatically makes a food more nutritious. While some exotic fruits and vegetables do contain unique compounds or higher concentrations of certain compounds, most of these compounds are also found in everyday foods that are just as beneficial.

Is It Really a Superfood?

Take chia seeds and flaxseeds, for example. Their superfood reputation is largely based on their omega-3 content—but there’s a catch. The omega-3s in these seeds come in the form of ALA (alpha-linolenic acid), which dogs, and humans struggle to convert into the more beneficial EPA and DHA (the forms found in fish and marine sources).

If dogs were efficient at converting ALA, maybe these seeds would be a superfood—but as it stands, they don’t provide the same benefits. This is why there is so much controversy over omega-6 to omega-3 ratios in pet and human nutrition, as the ratio just lumps all omega 3s together and all omega 6’s together, without regard for the different biological effects of each fatty acids.

And that’s before even considering their antinutritional factors, which can interfere with digestion and nutrient absorption.

Why Are Some Foods Called Superfoods and Others Aren’t?

It’s not always about nutrition—it’s often about marketing and funding. Take blueberries, for example. Blueberries are a great source of antioxidants, particularly anthocyanins, which contribute to brain health and overall well-being. But are they the best antioxidant-rich food? Not necessarily.

One reason blueberries hold superfood status is that the Blueberry Council (a trade group representing blueberry growers) funds a significant amount of research and marketing to highlight their benefits. This isn’t to say blueberries aren’t healthy—they absolutely are—but other foods with equally valuable antioxidants, like oregano (rich in luteolin), don’t receive the same attention simply because they lack an industry-backed promotional effort.

Why Comparing or Ranking Superfoods Misses the Point

Different nutrients and phytochemicals provide different health benefits. Instead of trying to rank them, we should focus on diversity in nutrition.

• Anthocyanins in blueberries aren’t inherently better than luteolin in oregano—they simply have different functions.
• Some compounds support brain health, others aid heart function, while some combat inflammation, toxins, or aging-related damage.

Dr. Duke’s Phytochemical and Ethnobotanical Databases list over 2,400 biological activities from plant compounds. Some help fight cancer, others reduce allergies, and some even protect against harmful toxins. The list of potential benefits is endless, which is exactly why reducing nutrition to a “superfood” ranking system is shortsighted.

At the end of the day, it’s not a competition. Supporting brain health isn’t more important than supporting heart health—both matter. So instead of chasing trendy superfoods, the goal should always be to provide a diverse range of nutrients that work together to support overall health.

Why We Don’t Use It

At Harper & Friends, we believe pet parents deserve transparency and truth when it comes to what they feed their dogs. Labeling an ingredient a “superfood” can be misleading because:

It oversimplifies nutrition and reduces complex, science-backed dietary decisions into a meaningless marketing label

It suggests certain foods are magical cures – No single ingredient will transform your dog’s health overnight. Balanced nutrition is key.

It’s often used without real science – Many foods labeled as “super” are certainly healthy, but they’re not necessarily better than other nutrient-rich options.

It distracts from the bigger picture – A well-rounded diet, not just one or two trendy ingredients, is what truly supports your dog’s long-term health.