Drink it. Eat it. Slather it all over your body.There is no denying that the pomegranate, its fleshy burgundy bulb packed with juicy seeds, is one of the trendiest, most versatile fruits on the market.
In the past seven months, 215 new pomegranate food and beverage products were introduced in the United States, according to Tom Vierhile, director of Datamonitor's Productscan Online, which keeps track of new products. Last year, 258 new pomegranate products were introduced, up from 19 in 2002.
Why such a boom in popularity now? For centuries, the sweet but tart fruit has left its deep crimson splash just about everywhere — in Greek mythology, Christianity, Judaism, Islam, Buddhism, Hinduism. But for today's consumer, the pomegranate has entered mainstream culture through more secular but equally worshipped outlets: Oprah, Rachael Ray, the Starbucks Frappuccino. And for good reason, according to health experts.
"It's just now that we are finding the modern evidences and proofs of its health effects. ... It has been used for medicinal purposes for ages," says Navindra Seeram, assistant director of the UCLA Center for Human Nutrition and lead co-editor of "Pomegranates: Ancient Roots to Modern Medicine," published recently.
Here are a few reasons — according to research conducted by Seeram and colleagues at the University of California, Los Angeles — the fruit is good for you:
• Packed with antioxidants (even more than you'll find in cranberries, red wine and green tea), pomegranates can help prevent the onset of atherosclerosis, a hardening of the arteries that leads to heart disease and stroke.
Unlike most fruit juices, drinking a commercial juice such as POM Wonderful is more healthful than eating the fruit itself because 70 percent of the antioxidants found in the juice are released from the peel when the pomegranate is squeezed, according to Seeram.
• A study released by UCLA in June indicates drinking a glass of pomegranate juice every day can help slow the spread of prostate cancer, allowing diagnosed men to live longer.
• Menopausal and post-menopausal symptoms, including hot flashes, can be alleviated by the phytoestrogen found in the pomegranate seed. It's the only plant known to contain estrogen.
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• A natural Viagra? Another recent study, which measured the erectile function of rabbits, showed a regular intake of pomegranate juice raises nitric oxide levels and blood supply as seen in those who take Viagra.
Companies are capitalizing on the fruit's ever-growing appeal, with products ranging from chewing gum called Pomegranate Power by Ford Gum & Machine Co. to a pomegranate chicken sausage ($6 a pound) made by Jody Maroni's Sausage Kingdom, a California-based franchise.
Split open the tough skin of a pomegranate, and you'll find hundreds of seeds bulging between webs of white membrane.
"People like the exotic nature of the product," Vierhile says. "People are becoming more adventurous in their eating and drinking habits, and pomegranates allow them to do that."
Products other than the popular POM Wonderful juice ($4, 16 ounces) include POM Tea ($2.99, 13.5 ounces); IZZE Sparkling Pomegranate Fruit Juice ($1.59, 12 ounces); Litehouse Pomegranate Blueberry Vinaigrette Dressing ($3.99); and Hauser Chocolatier Pomegranate Truffles ($12.75 for nine pieces), filled with pomegranate ganache and garnished with dried seeds.
During the Oscars, countless celebrities could be found sipping Red Carpet Martinis (vodka, Grand Marnier and pomegranate juice, garnished with a gold leaf) at the Four Seasons Hotel Los Angeles in Beverly Hills.
Some new pomegranate alcohols include PAMA Pomegranate Liquor, a mix of tequila and vodka, and Hiram Walker's Pomegranate Schnapps.
The fruit is also a popular antioxidant additive in beauty products.
"People have no aversion to slathering it on their body," says David Klass, co-president of Archipelago, which came out with its Pomegranate Collection in April. Products in the line include body butter, sugar body scrub, dry oil body spray and body polish, to name a few.
"It's probably the most successful thing we have ever done," he says.
Other beauty products include Miso Pretty Pomegranate Lip Gloss from Blue Q ($11.95); Pomegranate Conditioning Hair Rinse by Fresh ($24); Borba Fiber-Knit Lotion SPF 15 ($25); Whish Mini Shave Crave Pomegranate Shaving Cream ($32 for three jars); and Dr. Brandt AntiOxidant Pomegranate Water Booster, 30 drops of which contain as much antioxidant power as 15 cups of green tea ($35 for a 2 ounce bottle).
"You are seeing one of the latest trends out there," says Vierhile. "There's a certain cool factor to knowing about these things."
from The Seattle Times
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