The marketing of so-called ‘superfruits’ – exotic fruit rich in antioxidants and vitamins – has been a success and should be expanded to cover ‘super vegetables’, say researchers. Superfruits, such as goji berries and cranberries, are increasingly used in and advertised as being in functional food formulations. The concept of super vegetables however has not been properly tapped yet. A UK based researcher says that more clinical research and better marketing should be used to entice consumers and processors to make better use of highly nutritious vegetables such as broccoli and spinach.