We are all searching for the fountain of youth and many Britons think they have found it, in the shape of the Goji berry. The Goji berry already has a reputation as a super fruit and has played an important role in Chinese medicine for thousands of years. Only recently introduced to the West, it is also known as the longevity fruit as it fights ageing. Sales of the fruit in a British health food chain have soared by 1000 per cent in a year. Wow!