Today's consumer is becoming nutrition aware and wants more for their hard-earned dollar when they go to the supermarket. The multi-billion dollar food industry didn't make its money by being stupid -- or unobservant to trends. They are paying close attention to the educated consumer's increasing interest in foods that provide the most in health benefits and disease prevention. icWales is running an article about the marketing genius of farmers, food conglomerates and grocery stores featuring designer foods.

As an example, Vivaldi potato, with 26 percent less carbohydrate and 33 percent fewer calories than other varieties, is selling at record levels. Some other examples are eggs, milk, broccoli and biscuits. By feeding hens a diet rich in Omega-3, and cows a special fish oil, eggs and milk containing higher levels of omega-3 can be sold with claims of cancer prevention. Researchers in Norwich are working to create broccoli, cabbage, salad rocket and turnips, with higher than normal sulphoraphane, known as a cancer prevention compound.

I predict we will see more and more foods sitting on supermarket shelves packaged to appeal to the demand for superfood. I admit I have chosen, and paid more, for foods with packaging claims of enhanced health benefit. Sometimes I wonder though, if I am getting substantially more than I would from eating food in its natural version -- especially when it comes to fruits and vegetables -- or are dollars simply being coached out of my wallet by clever marketing campaigns. Are you willing to pay more, and do you believe enhanced foods are significantly different than foods that are not enhanced?