Researchers at the USA Human Nutrition Center (HNRCA) have ranked blueberries No. 1 in antioxidant activity when compared to 40 other fresh fruits and vegetables. They contain powerful phytochemicals, including anthocyanin, which is the pigment that gives blueberries their colour. Blueberries are associated with numerous health benefits including protection against urinary-tract infections. They can help prevent the build-up of "bad" cholesterol to reduce the risk of heart disease and, since they are high in fibre, can also play a useful role in the management of digestive disorders, including constipation and Irritable Bowel Syndrome (IBS).