The hidden ‘gunk’ in vitamins

New survey shows shoppers want fewer artificial additives — but most still do not read what is inside

With 20 million UK adults taking supplements daily, millions are unknowingly swallowing excipients like talc, titanium dioxide and carrageenan — additives with no nutritional benefit.

A new survey of 500 supplement users, commissioned by ethical vitamin company Viridian Nutrition, found three in four Britons say they want to buy vitamins without artificial additives but only 8 per cent could define a filler and fewer than one in four read the full ingredients list.

The findings highlight a label-literacy gap at a time when more people than ever are relying on supplements to plug nutritional gaps.

Food crops today have lost significant amounts of key minerals since 1940 — potassium down 16%, zinc down 59%, magnesium down 24%, calcium down 46%, copper down 76%, iron down 27%. This helps explain why more people turn to supplements, but also why the quality of those supplements matters.

The survey also found that 71 per cent of people would be willing to pay more for additive-free supplements, suggesting demand for cleaner products is strong.

What counts as ‘GUNK’

Many high street supplements contain substances added only to make manufacturing easier. These include:

• Titanium dioxide (E171) – banned in EU foods over safety concerns but still permitted in the UK
• Carrageenan (E407) – a capsule thickener linked to gut inflammation
• Magnesium stearate (E470b) – a lubricant that can affect gut microbes

Cheryl Thallon, founder of Viridian Nutrition, said: ‘Additives benefit manufacturers, not consumers. Viridian has never used artificial additives in our formulations and for more than 25 years we have championed supplements that are effective, ethical and pure – and the public is telling us they want the same.’

Phil Beard, nutritionist at Viridian, said: ‘There is clear confusion about what is active and what is are artificial additives. A simple, consistent label check can help people buy better.’

To help shoppers cut through the confusion, Viridian has launched the CLEAN 5 Step Supplement Label Check and an information guide available from independent health stores. The booklet called ‘Join The Vitamin Revolution’ shares the independent research on common artificial additives. The CLEAN check encourages people to flip the pack and check.

The C.L.E.A.N. supplement checker (5-step label guide)

C — Contains optimal active ingredients
What it means: the nutrients that deliver the benefit are clearly named and dosed.
Look for: named forms and real amounts per serving (mg, µg, IU, CFU) with %NRV where used; botanicals standardised to actives; probiotics listed by strain and CFU.
Avoid: vague blends with no breakdown or token ‘dusting’ doses.

L — Leaves out artificial additives
What it means: the ‘Other ingredients’ list is short and preferably non-existent.
Look for: a list of ingredients you don’t recognise; no unnecessary bulking agents, binders or colour coats.
Examples to question: magnesium stearate, titanium dioxide (E171), carrageenan, PEG (Polyethylene Glycol) or PVP (Polyvinylpyrrolidone), potassium sorbate.

E — Ethically sourced
What it means: transparent origin and standards from factory to farm.
Look for: UK or EU manufacture where possible; GMP, BRC and ISO compliance; non-GMO policy; suppliers confirm no animal testing; provenance and contaminant testing available on request.

A — Avoids colours, sweeteners and artificial flavours
What it means: no cosmetic add-ons that do not add nutritional value.
Look for: plain capsules or simple liquids; light, simple recipes.
Examples to question: artificial colours such as E171, E129, E133; artificial sweeteners such as aspartame and acesulfame K; heavy flavouring.

N — Nutritionist formulated
What it means: developed by qualified practitioners using evidence-based forms and amounts.
Look for: clear dosing per serving, sensible totals and any relevant cautions; ‘therapeutic’ rather than extreme dosing.

Dr Carol Granger, microbiologist and registered nutrition practitioner, said: 'Look at the labels of most supplements and you will find a list of ingredients you will not expect – from additives to glues. It is crucial to know exactly what is in your supplements.'

Phil added: “Supplements are there to provide what you need, not what you don't. So avoiding these additives can reduce your exposure to unnecessary artificial ingredients.”

Free Supplement Offer Nationwide

To support the campaign, Viridian is offering a month’s supply of its High Five Multivitamin – with 23 essential vitamins and mineral and no artificial additives– from 1st October until 30th November. Vouchers can be obtained via the Viridian website www.viridian-nutrition.com/nogunk then redeemed into independent health stores nationwide while stocks lasts and terms and conditions apply.

Notes for editors:

Viridian has received numerous comments, as a result of the research that was carried out and we have collated below additional comments from independent health store customers which can be used:

• “I am shocked. The additives are primarily 70% of the entire thing.” Sabastine Manchester
• “Knowing that these additives are not included for any health benefits, but rather to aid the manufacturing process, is very concerning.” Diego, Leeds
• “I’m not happy, feeling cheated” Name withheld
• “Additives don’t promote good health. When I take a supplement, I'm trying to support my health, not damage it.” Andrew, Manchester
• “I don’t think this would be good for your health so I wouldn’t buy them.” Darran, Egham
• “I feel scared” Olivia, Bolton

About Viridian Nutrition

Viridian Nutrition is an independent British family-owned vitamin and supplement company championing ‘Effective, Ethical, Pure’ formulations. Since being founded in 1999, all Viridian supplements have been made with active ingredients formulated by qualified nutritionists. There is a strict no animal-testing policy, ingredients are always non-GMO and no artificial additives are used. All UK manufacturing adheres to GMP, BRC and ISO standards with full traceability. Ethical vitamins with an organic heart.