Shoppers could save hundreds of pounds a year by swapping expensive "superfoods" for cheaper alternatives.
According to Which?, many "superfood" alternatives are cheaper and have the same amount of vitamins.
Richard Lloyd, executive director of Which?, said: "You don't need to break the bank to eat healthily. We've found you can swap some superfoods for cheaper alternatives and save a packet while still getting the vitamins you need."
The study revealed that consumers could save a whopping £440 a year by ditching popular superfoods in favour of better value alternatives that offer similar health benefits, reports the Guardian.
The report found that blueberries and kiwis have the similar amounts of vitamins C and K yet kiwis cost half as much.
Swapping a handful of blueberries, costing 69p, for two kiwis, costing 34p, would give a saving of £36.40 a year, reports the Guardian.
And that's not all.
Shoppers could potentially save a massive £268.32 by buying fresh sardines, costing 42p for 140g, instead of fresh salmon at £3 for 140g. And the good news is, consumers will still benefit from a good amount of polyunsaturated fatty acids EPA and DHA.
However, a portion of broccoli does. Both contain chlorophyll, vitamins A, C and E, iron and calcium.
Brocolli is a lot cheaper (11p for 80g) than the notoriously expensive superfood (90p for 10g) and it is also a lot easier to find in shops.
Similarly, if you are sick of forking out for goji berries, which are rich in vitamins A, B2, C and iron help boost the immune system and brain activity, protect against heart disease and cancer, and improve life expectancy, you could stock up on spinach instead for similar health benefits.
The dried fruit may have health benefits but it also contains high levels of sugar.
A portion of spinach (32p for 80g) is a cheaper alternative to a serving of dried goji berries (53p for 30g).
Coconut oil is hailed as one of the best sources of heart-healthy medium-chain fatty acids. However, it is high in saturated fat.
Nutritionists at Which? suggest swapping coconut oil (32p per tablespoon) for rapeseed or sunflower oil (3p per tablespoon).
This cheaper and more economical alternative will save you 58p a week and £30.16 a year.
Which? calculated the annual saving that could be made by swapping five superfoods with cheaper alternatives using prices from Tesco.com and healthfood shop Holland & Barrett in early July. The total of £438.88 assumed consumers typically ate each food twice a week.
Would you be willing to swap expensive "superfoods" for their cheaper alternatives? Let us know in the comments below.
And for more ideas on how to save money on your groceries, check out the gallery below.