Berry fruit has recently been dubbed ‘superfood’ as a result of high antioxidant capacity and claimed efficacy in combating a series of degenerative diseases. Although the term has been valuable for marketing purposes, no clear scientific definition is available. This article examines the marketing ‘hype’ and reviews the evidence for the health benefits of berry fruit. Although there is significant ‘hope’ regarding these benefits, further research in the areas of human nutrition, physiology and pharmacokinetics is required before many marketing claims can be truly substantiated.