There is an industry-driven public obsession with antioxidants, which are equated to safe, health-giving molecules to be swallowed as mega-dose supplements or in fortified foods. Sometimes they are good for you, but sometimes they may not be, and pro-oxidants can be better for you in some circumstances. This article re-examines and challenges some basic assumptions in the nutritional antioxidant field. (C) 2010 Elsevier Inc. All rights reserved.