Since the early 21st century there has been rapidly growing attention for wolfberries for their nutrient value and antioxidant content. They have been termed a superfruit, which has led to a profusion of consumer products.

The Oprah Winfrey Show Recommends Goji to NBA Player because of its health benefits.

" The most potent antioxidant fruit that we know."

- Oprah Winfrey Show

Goji has being been used by the Russian and Chinese Olympic swimming teams because it provides the athletes with energy, strength, endurance, stamina, lean muscle mass, quicker workout and injury recovery.

A recent BBC article shows that Madonna along with other top celebrities are regular users of this fruit which they are taking to stay slim and to beat the aging process (slow down that it).