The food industry considers the nutrient content and antioxidant properties of the cranberry a sufficient reason to give them the commercial status of being a novel "superfruit." Their use and consumption has not significantly changed over the years with most people consuming the largest amounts either fresh or canned as sauce in a jellied or whole berry form during the Thanksgiving and Christmas holidays.
The juice is more regularly consumed by individuals that consider the berry to be a potent free radical scavenger (antioxidant) of the blood and as a means of treating urinary tract infections.
Vitamins, Minerals and Phytochemical Components
The berries are a source of polyphenol antioxidants, which are phytochemicals being currently researched for their possible beneficial effects of the cardiovascular system, immune system, and as anticarcinogenic properties. They are a particularly rich source of phenolic phytochemicals that include: phenolic acids (benzoic, hydroxycinnamic, and ellagic acids) and flavonoids (anthocyanins, flavonols, and flavan-3-ols).
Their seed oil has been found to contain higher levels of tocotrienols than any other fruits. Tocotrienol is an antioxidant composed of vitamin E that stabilizes cell membranes, regulates oxidative stress, and protects polyunsaturated fatty acids and vitamin A from free radical damage.