Chia seeds are now a key element of what has become known as the Aztec Diet.
But some consumer health organisations question whether chia truly deserves its superfood status.
The Bavarian Consumer Advice Centre in Germany argues there is no scientific basis for some of the many benefits attributed to chia.
The seeds are also expensive to buy, with much cheaper omega-3 alternatives available such as ground flax seed, rapeseed oil and nuts.
Chia seeds, which can be consumed raw, dried, or prepared in a meal such as muesli, are made up of 20 per cent protein, 30 per cent fat and up to 40 per cent carbohydrates.
One kilogram of seeds costs on average between 15 and 20 euros ($A28.02).
The European Union has recommended people should not consume more than 15 grams of chia seeds a day until the long-term effects of consuming the superfood have been adequately researched.