MISSOURI VALLEY, Iowa (AP) — A new fruit that research says packs more antioxidants than popular “superfoods” like blueberries, acai berries and goji berries is establishing itself in the aisles of mainstream grocery stores, showing up in everything from juices to powdered supplements to baby food.

Its rise from being a novelty item at farmers markets into a multimillion-dollar U.S. industry even includes a name change, from the common chokeberry — so named centuries ago by European settlers who found the tart, astringent berry more pretty than palatable — to the aronia berry, derived from its genus, Aronia melanocarpa.