Exotic superfruit products are the latest addition to the booming popularity of "superfoods," a marketing category (as opposed to a scientific one) that includes antioxidant-rich foods and beverages, such as red wine, dark chocolate, tea and blueberries. And for a growing number of Americans, the lure of the exotic is proving too tempting to resist.

In 2007, sales of goji berry-enhanced products were up nearly 75% from 2006 at natural-food supermarkets, according to SPINS, a natural-products market research firm based in Schaumburg, Ill.