Curly Kale, a green-leafed member of the cabbage family, is being crowned the latest superfood, as a good source of vitamins and minerals.
The vegetable has seen a 122 per cent rise in sales in the past two years after dieticians have recommended it for its numerous health benefits.
They say Kale is rich in iron, fibre, vitamins, A, B and C, folic acid, antioxidant carotenoid lutein, which is important for maintaining healthy vision, as well as phytonutrients thought to help fight some cancers.
Meanwhile, previous superfoods are continuing to walk off the shelves, with blueberries, beetroot and pomegranate juice all making a big impact among shoppers.
And more unusual foods, such as seaweed, algae and sprouting seeds are also seeing stronger sales, thanks to a strong push by TV nutritionist Gillian McKeith.
Despite surveys showing people are still falling well short of achieving the recommended 5 A DAY - averaging just 2.8 portions - retailers say nutrition is paying a bigger factor in shopping decisions.
Moira Howie, a Waitrose manager, said: “With health and nutrition so high on the national agenda, we are really seeing this translated into nutritious choices in our shops.
“The rise in popularity of super-foods such as curly kale are coming about as people are on the look-out for high-quality fresh foods that fulfil their healthy eating requirements, while at the same time being quick and simple to prepare. Health really is high on people's shopping lists."
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