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Despite 2 in 3 Australian women saying they know what superfoods are, only 1 in 3 eat superfoods on a regular basis to get the health benefits according to new research¹.

The survey results, which coincide with the launch of Wee Week 2009, a Kidney Health Australia initiative designed to promote urinary tract health, also found that 57% of women suffer from preventable and painful urinary tract infections (UTI).

Considering that recurrent UTIs are a condition that can be prevented by including cranberries, a known superfood, in the diet, it's clear that women still don't eat superfoods often enough, even when they know they deliver certain health benefits.

According to Kate Di Prima, an Accredited Practising Dietitian, "This research shows that Australian women are potentially suffering unnecessarily. "Its time to start putting knowledge of superfoods into practice as part of a balanced diet, to reduce the risk of potential illnesses".

For instance, 61% of women said they know cranberries, one of the superfoods in the survey, has benefits for UTIs, yet only 36% said they actually eat cranberry products to help ward off future UTIs. And out of the 58% of women who identified cranberries as a superfood, only 18% said they eat cranberries regularly.

Dr Tim Mathew, Medical Director of Kidney Health Australia, notes that cranberries have been shown to be effective in the prevention of recurrent UTIs in general practice for women prone to repeat infections.

"Studies have shown that cranberries may be effective as they contain unique compounds known as proanthocyanidins (PACs), which inhibit bacteria from adhering to the urinary tract wall," said Dr Mathew.

Anne Wilson, CEO of Kidney Health Australia, agrees that "keeping an eye on your urinary health is important. So this research is a great reminder for women to start using their knowledge of superfoods like cranberries to help prevent UTIs."

Ends

For further information, fact sheets or to arrange an interview please contact:
Sophie Coleman, Hill & Knowlton on 02 9286 1206 or scoleman@hillandknowlton.com.au

Issued on behalf of the Cranberry Institute by Hill & Knowlton.

About Wee Week & The Cranberry Institute: Wee Week is a Kidney Health Australia initiative dedicated to raising awareness of UTIs, including prevention, symptoms and treatment. The Cranberry Institute is a major partner of Wee Week and a proud supporter of Kidney Health Australia. The Cranberry Institute is dedicated to supporting research and increasing awareness about the health benefits of cranberries. Visit www.cranberries.com.au or www.kidneyhealth.org.au.

1 About the Research: This research was conducted online by Pure Profile on behalf of The Cranberry Institute in June, 2009 on a representative sample of 1,006 women from across Australia. Australian women were surveyed in relation to their knowledge and inclusion of superfoods in their diet, as well as urinary tract infections.

Get the girls together for a good cause and cranbelicious night of entertaining.

The Cranberry Institute is proudly supporting Cancer Council's Girls Night In in 2009. Girls Night In is a great excuse for you to catch up with girlfriends for a night of delicious food and drinks and help raise money to support women's cancer research at the same time.

Nutritious food doesn't have to taste bad! So get busy in the kitchen and spoil your friends with the following spread of cranberry-inspired canapés and sweet indulgences for your Girls Night In party this October. And what would the night be without a refreshing mocktail or two - our Bellini recipe below is sure to impress the girls!

Cranberries could be considered a girl's best friend - they are not only high in antioxidants, which are important for good health and glowing skin, but they may also help prevent against nasties like recurring urinary tract infections (UTIs). And with their fun bright red colour, cranberries will also give your snacks the ultimate girlie hue - pink!

Check out www.cranberries.com.au for more delicious recipe ideas and information on cranberries' health benefits, or www.girlsnightin.com.au for more information on the Girls Night In initiative and to register.

• Chicken and vegetable rice paper rolls
• Risotto spoons with scallops, cranberries, parsley, lemon zest & chilli
• Cranberry Cup Cakes
• Dark chocolate mousse with cranberries & lime
• Green apple and cranberry Bellini

'Superfood' is a term used to describe food with high phytonutrient content, or generally speaking, food considered especially nutritious or otherwise beneficial to health and wellbeing.¹ Given this, we all know superfoods should be incorporated into our diets as much as possible and according to a multitude of research, there is one little, dark red berry - the cranberry - that well and truly deserves to stand up and be noticed as a superfood.

Cranberries are considered a superfood because they contain unique compounds known as proanthocyanidins (PACs), which prevent certain bacteria from adhering to cell walls. It is this anti-adhesion ability that helps cranberries prevent urinary tract infections, stomach ulcers and even dental plaque. In addition to PACs, cranberries contain other classes of flavonoids with antioxidant properties, called flavonols and anthocyanins, the latter of which give cranberries their rich red color.

In fact, the cranberry has been shown to contain among the highest phytonutrient content among 21 commonly consumed fruits and vegetables, and possesses the most potent antioxidant properties.²

It's this powerful combination of antioxidants, coupled with the anti-adhesion effect of cranberries, that makes them so special for you, and all the more reason to start including in your diet. Therefore, it's no surprise that medical and health experts are throwing their support behind cranberries. As Joe Vinson, Ph.D., research chemist at the University of Scranton believes, "Cranberries are loaded with antioxidants and should be eaten more often."³

In case you need any more convincing, check out the superfood cranberry's impressive hit list of health benefits below:

• Cranberries and urinary tract health
  In the case of urinary tract infections (UTIs), the anti-adhesion effect of cranberries causes bacteria to be flushed out of the urinary tract before an infection in the bladder or kidney can occur. A study conducted found that those who drink cranberry juice or eat cranberries daily can significantly reduce their risk of a UTI by as much as 50%.⁴
• Cranberries and dental health
  A study published in the Journal of the American Dental Association reported that the unique "anti-adhesion" properties of cranberries may help in the prevention of the oral bacteria responsible for dental plaque and periodontal disease⁵, a leading cause of tooth loss.
• Cranberries and stomach health
  Substances found in cranberries can prevent certain bacteria from adhering in the lining of the stomach. Early studies suggest the anti-adhesion effect may be beneficial in preventing the bacteria responsible for stomach ulcers, which are a leading cause of stomach cancer.
• Cranberries and heart health
  Flavonoids, found in abundance in cranberries, have been shown to function as potent antioxidants and may help reduce the risk of atherosclerosis and heart disease. Ongoing research continues in this area.⁵
• Cranberries and anti-aging
  Cranberries have one of the highest antioxidant levels of all fruits, which may have the potential to make them a true anti-aging wonder. These bioactive substances protect cells from free radicals which not only promote the aging process, but can lead to the development of certain chronic diseases as well. Exciting emerging research suggests an improvement in short term memory, although further research is needed in this area. Cranberry extract may also help ward off memory loss and improve brain health.
• Cranberries and cancer
  Canadian researchers have found that flavonoids found in cranberries may inhibit the growth of breast cancer cells when consumed in sufficient concentrations, and as such, may also help prevent other forms of cancer, including cancers of the prostate, colon, lung and brain. Preliminary research has shown a reduction in tumour cell development by 50 percent, inhibiting growth in lung, colon and leukaemia cells.⁶

Dr Martin Starr, Science Advisor to the Cranberry Institute, said " There is a lot of research available to suggest cranberries in all forms should be a regular part of your diet."

By consuming two portions of cranberries a day (frozen, dried, sauce or juice) you can tap into these amazing health properties and provide around the clock protection for overall body health. This should be easy, given the versatility of cranberries in either savoury or sweet dishes! The anti-adhesion effect begins approximately two hours after consumption, and remains for up to ten hours.

Dr Starr added "the variety of cranberry products - such as fresh, frozen or dried cranberries, cranberry juice and cranberry sauce - are all likely to deliver similar benefits on the basis of their cranberry content."

So make sure you add cranberries to your next shopping list as one superfood to start enjoying their amazing health benefits - check out www.cranberries.com.au for delicious recipe ideas and more information.

ENDS

Issued on behalf of the Cranberry Marketing Committee by Hill & Knowlton

The Cranberry Institute is dedicated to supporting research and increasing awareness about the health benefits of cranberries. For more information visit www.cranberryinstitute.org or www.cranberries.com.au.

For further information please contact:
Sophie Coleman on 02 9286 1206 or via e-mail at scoleman@hillandknowlton.com.au

1 OED, online edition, additions September 2007, entry for super-
2 Vinson, J.A., Su, X. Zubik, L. and Bose, P. Phenol antioxidant quantity and quality in foods: Fruits. Journal of Agriculture and Food Chemistry, 2001. 49(11): 5315-5312.
3 http://www.cranberryinstitute.org/healthresearch.htm
4 Wyndham, R. Cranberry Juice and Urinary Tract Infections. Medicine Today, 2006 Vol 7, Number 5. 72-73.
5 Krueger, C.G., Porter, M.L., Weibe, D.A., Cunningham, D.G., and Reed, J.D. Potential of cranberry flavonoids in the prevention of copper-induced LDL oxidation. Polyphenols Communications, 2000. Freising-Weihenstephan
(Germany). 2: 447-448.