Yep, sounds like the Noni and Mangosteen fads of the past. Always an air of truth beneath the hype. Pomegranate juice did the same thing for a bit, and green tea, and white tea, and so on.
Personally, I always thought breast milk was the best drink you could get in ya, followed closely by a boilermaker.
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The ultimate result of shielding men from the effects of folly is to fill the world with fools.
-- Herbert Spencer, English Philosopher (1820-1903)