Our Story

I have never been particularly interested in nutrition – I just took it for granted if we home cooked fresh food we were sorted.

By chance (I won’t go into the ‘why’ as my wife says its boring) I discovered how short supermarket food in the UK is of vitamins + minerals.

I didn’t go looking for trouble - it hit me in the face.

Then when I became interested and I started peeling the skin off the onion…

Why is the nutritional value of UK food so poor?

A huge proportion of UK food retailing is dominated by a handful of Supermarkets whose priorities are:
1) Low cost
2) Long shelf life
3) Consistent appearance
Nutritional value doesn’t rank.
The result is food that fills us but doesn’t properly nourish us.

Our food is deficient of nutrients

Vitamins and minerals take a particular hammering within these criteria.

So much so that when we analysed food - even on my ‘Perfect Day’ fish, meat, veg, fruit + dairy (never happens) - I wasn’t making the recommended numbers across many of the nutrients.

Which is just crazy.

Foundations of Nutrition

The foundations of nutrition and absolute essentials for life are:
1. Water
2. Protein
3. Fats
4. Carbs (energy)
5. Vitamins
6. Minerals

We take vitamins + minerals for granted in this list – almost a bit of a joke – “you’ll get scurvy, like a pirate!”

Consequences of Poor Nutrition

While dramatic deficiency diseases are rare, nutrient shortfall is common.
It shows up as:
• Appearance: dull hair, brittle nails, tired skin
• Wellness: fatigue, low energy, brain fog
• Health: recurring low-grade illness
• Long-term: osteoporosis, cardiovascular disease etc

Our body is the most complex Lego model imaginable — without all the essential pieces, it cannot function or repair optimally.

It’s so obvious - We can only be as good as what we put into ourselves.

Our Solution

Ideally we would get all the nutrients we need from our food.

But if that isn’t possible you either supplement intelligently or do without.

When we looked around for a supplement for us to take, all we could see was opportunism, inauthentic and poorly structured product.

So we decided to make our own:
• Bioavailable
• Balanced
• Safe
• Clean Formula
• Complete
• Easy to swallow
• Sustainable – 100% recyclable
• Affordable
• Made in the UK