The average modern lifestyle has created a food culture of nutritional deficiencies. People are now willing, even eager, to supplement their diets with antioxidants.

As our recognition of the need for dietary antioxidants increases, we are also finding that our understanding of what constitutes antioxidants is changing. The previous narrow definition of antioxidants, as comprising mainly vitamins A, C, and E, now appears simplistic and is replaced by a growing belief that the benefits derived from a diverse, plant-based diet come from a synergy between a wide range of bioactive compounds found in fruit and vegetables. With this new understanding comes a new term “phytonutrients”. More and more foods are recognised worldwide for their antioxidants, e.g. Cranberry, Bilberry, Carrot, Beetroot, Grape – just to name a few.