A publicist recently sent us a wonderful email asking, "Are you working on any chia trend stories or chia product round-ups?" Ha, when are we NOT working on a chia trend story? Why it's only been one year since we learned that some health nuts are trying to make chia the next flax seed, by marketing it as so much more than just a kitschy '80s decorative plant. Chia, they say, is an essential dietary staple of the Maya and Aztec people, full of fiber, protein, antioxidants and omega-3s. And now—in addition to growing it on a replica of Mr T's head—you can imbibe it orally.
The Mamma Chia "chia seed beverage" is being marketed as "a fun and delicious way to incorporate this powerful seed into your everyday life!" There are nine varieties to choose from, and several of them just arrived at Gothamist HQ, where reaction was mixed. It comes in flavors like Coconut Mango and Blackberry Hibiscus, and each bottle is packed with thousands of little chia seeds floating in a viscous liquid.
They're all sweet, but the rather runny consistency of the beverage was a turnoff for some; one staffer compared it to "melted Jell-O." On the plus side, it was generally agreed that the blackberry flavor seemed perfectly for making Chia-cocktails with vodka. And the drinks' high fiber content had everyone feeling "fun." However: "Stay away from the guava and coconut ones," another staffer warned, claiming that "they taste like tanning oil." (Today is also Tanning Oil Tuesday at Gothamist HQ, when the employee who pounds the most Coppertone shots gets to spend an hour at Jake's standing desk.)
We lathered the remainder of the Mamma Chia beverages onto the office's ceramic bust of Jimmy McMillan, and we'll update you on its progress later in the month.
