Installment #3! The world’s most esoteric fruits are helping marketers de-commoditize bottled water with mysterious, value-added flavorings.

Here’s Vital Lifestyle Water, a product that jacks up your IQ and memory with a gentle hint of Yumberry! Yumberry is one of the up-and-comers of the “Superfruits.” “Superfruit” is a term coined by marketers (naturally!) that refers to high-antioxident, nutritionally-rich fruits that have an appealing taste.

Yumberry is actually commercial slang for the fruit of Myrica rubra, also called yangmei, yamamono and various types of bayberry and wax myrtle. It is native to eastern Asia, mainly China, where it has been grown for at least 2000 years. There are more than 100 varieties of yumberry including white, pink, red, and purple. (Usually the purple variety is considered the yummiest!)

And, modern-day marketers are pretty late to the party when extolling Yumberry’s health benefits. From www.yumberryjuice.com,

Adapting Yangmei to medication was firstly seen in Shi Liao Ben Cao, a herbal medicine book written by Meng Xian in Tang Dynasty (618 – 907 AD). According to the Compendium of Materia Medica, a herbal pharmacological masterpiece written by Li Shi Zhen, the greatest herbal pharmacologist in 16th century, Yangmei is able to “eliminate sputum, stop vomiting, helpful to digestion and alcoholic drinking, quench thirst, conciliate the five internal organs, cleanse stomach and intestines, remove the muddleheaded, and be efficacious to cure diarrhea”.