After decades adorning everything from a zoo-worthy collection of clay critters to presidential busts, chia seeds finally are ready to ditch the kitsch.

Because in recent years these tiny black seeds have gone from an as-seen-on-TV punch line to a must have ingredient in the natural foods world, taking starring roles in smoothies, health drinks, energy bars, crackers, cereal, granola, even pasta.

“People think ‘chia’ in the U.S. and they think ‘green hair on a terra cotta figurine,’ ” said Peter Georgii, new product manager for San Francisco-based Joseph Enterprises Inc., which created the Chia Pet in 1981 and recently released an edible seed product. “What’s becoming known now is the benefits to your diet.”