Chia seeds are the latest health food craze.
After decades adorning everything from a zoo-worthy collection of clay critters to presidential busts, ch-ch-ch-chia seeds finally are ready to ditch the kitsch.
In recent years these tiny black seeds have gone from an as-seen-on-TV punch line to a must-have ingredient in the natural foods world, taking starring roles in smoothies, health drinks, energy bars, crackers, cereal, granola, even pasta.
“People think ‘chia’ in the U.S. and they think ‘green hair on a terra cotta figurine,”’ said Peter Georgii, new product manager for San Francisco-based Joseph Enterprises Inc., which created the Chia Pet in 1981 and recently released an edible seed product. “What’s becoming known now is the benefits to your diet.”
Packed with omega-3 fatty acid — more than flax seed — along with fiber, calcium and antioxidants, the native Mexican seed is being touted by runners, yoga moms and all manner of other health-conscious eaters.
Sales of edible chia have skyrocketed during the past two years, retailers and specialty food experts say, driven at least in part by an overall growing interest in so-called ancient grains, such as quinoa and amaranth.
Bob’s Red Mill, a national grain seller based in Milwaukie, Ore., began carrying chia in 2009. Sales last year saw quadruple growth, said Vice President of Sales Robert Agnew, and already show signs of continued growth this year.
Joseph Enterprises began selling edible seeds in a few hundred CVS and Walgreens drugstores last year, Georgii said, and now sells them in thousands of stores, as well as online.
Health food aficionados have likely known about chia since the mid-2000s, when people such as natural-health personality Dr. Andrew Weil first began talking about them. Runners got on board thanks to the 2009 book “Born to Run” by Christopher McDougall, which credited the seeds as a source of sustenance for Mexico’s Tarahumara Indians, who run hundreds of miles.
“It really can be traced to that book,” said Joanna Golub, senior editor at Runner’s World magazine. “That’s when a wider audience of runners became aware of it. It’s always been on the fringe, but that’s when it came up on the radar for all sorts of runners.”
The seeds — which resemble poppy seeds — have become an especially popular addition to drinks. That’s because when soaked in water, the seeds develop a gelatinous coating, giving them the texture of tapioca. Add them to a drink and the result is similar to Japanese bubble tea — a thick beverage full of floating, jelly-like balls.
They are a common addition to kombucha, a popular health drink. And Empellon, an upscale Mexican restaurant in New York, even featured them in a cocktail.
“It adds a cool texture that’s definitely an acquired taste,” says Christine Muhlke, executive editor of Bon Appetit magazine, who abandoned flax for chia. “And it gives that little halo of health.”
Oh, and as for the Chia Pets? They haven’t gone anywhere. They flood into stores during the holidays and are available all year online. And Georgii says sales today are sometimes even stronger than in the heyday of “Chia Guy” and “Chia Ram.”
But seeds — the ones you eat — are the future.
“Dietary chia will outpace the Chia Pet,” Georgii said. But he warns not to go pilfering from the pet’s packet. Those seeds aren’t grown, packed, stored or quality checked for human consumption. “People should not eat the seeds sold in the pets,” he says.
Glazed lemon Chia cookies
Start to finish: 45 minutes
Makes 24 cookies
1 cup granulated sugar
Zest of 1 lemon
½ cup (1 stick) unsalted butter, room temperature
¼ teaspoon salt
½ teaspoon baking powder
4 tablespoons lemon juice, divided
2 cups all-purpose flour
¼ cup chia seeds
1 cup powdered sugar
Heat the oven to 375 degrees. Line two baking sheets with parchment paper or coat them with cooking spray.
In a food processor, pulse together the sugar and lemon zest until the lemon zest is thoroughly incorporated.
In the bowl of an electric mixer, combine the lemon sugar, butter, salt and baking powder. Beat until light and fluffy. Add the egg and beat until thoroughly incorporated. Stir in 2 tablespoons of the lemon juice, then the flour.
Divide the dough into about 24 walnut-size balls, rolling them smooth.
Place the chia seeds in a small bowl. With the palm of your hand, flatten each ball of dough until it is ¼ inch thick and about 2 inches wide. Dip one side of each flattened cookie in the chia seeds to coat. Arrange the cookies, chia side up, on the prepared baking sheets.
Bake for 10 to 12 minutes, or until lightly golden around the edges. Allow to cool for 5 minutes on the baking sheets before transferring to a rack to cool completely.
Meanwhile, in a small bowl mix the remaining 2 tablespoons of lemon juice with the powdered sugar. Adjust the consistency with more sugar or lemon juice as needed to make a thick glaze that can still be drizzled. Drizzle over the tops of the cookies. Allow to set. Store in an airtight container at room temperature.
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