Nutrifruit or Superfruit, a marketing term first used in the food and beverage industry in 2005, refers to a fruit which combines exceptional nutrient richness and antioxidant quality with appealing taste that can stimulate and retain loyalty for consumer products.

Some popular fruits like strawberries, blackcurrants, blackberries or oranges are not commonly mentioned as superfruits despite excellent nutritional properties, apparently because they have not been marketed specifically as superfruits.

Resulting from a deliberate business strategy of a manufacturer to bring together marketing, science and potential health value to consumers, a Nutrifruit product is specifically designed in manufacturing and marketing Indicating industry enthusiasm for novel product development, superfruits have been called "the future of health", "fruits of the future", "superheroes of functionality" and "heroes in the natural food marketplace".

The key components value being targeted has to do with a measure of the ORAC or Oxygen radical absorbance capacity which measures it antioxidant value.

The superfruit category is a relatively new marketing approach for promoting common or rare fruits used as raw materials and ingredients for the global industries of functional foods, beverages and nutraceuticals.

The fruits have nutritional significance due to their nutrient richness, antioxidant value or anticipated health benefits. Superfruits have commercial significance associated with their novelty of taste, color, number of food or beverage product formats or potential to stimulate future products with innovative packaging and labeling.