Sponsored by Viridian
Millions of us take vitamins every day but how many of us really know what ingredients are inside our capsules and tablets? A new campaign reveals that the hidden world of artificial additives, fillers and colourings could be undermining the health benefits we expect from our healthy supplements.
A new survey of 500 supplement users, commissioned by ethical vitamin company, Viridian Nutrition, found that three in four would prefer to buy vitamins without artificial additives. Yet only 8 per cent could define a ‘filler’, and fewer than one in four said they ever read the full ingredients list.
That means millions are unknowingly consuming what campaigners call ‘gunk’ substances such as talc, titanium dioxide and carrageenan. The findings highlight a label-literacy gap at a time when more people than ever are relying on supplements to plug nutritional gaps.
Why supplement ingredients matter
More of us are relying on supplements than ever before. Since the 1940s, food crops have lost significant amounts of minerals — potassium is down 16 per cent, zinc 59 per cent, magnesium 24 per cent and calcium 46 per cent. Our vegetables may look bigger, but they’re less nutritionally dense.
Busy lifestyles add to the problem. Long hours, stress and convenience diets mean many of us aren’t meeting our nutritional needs. Nutritionist Phil Beard agrees: ‘There is clear confusion about what is active and what is an artificial additive. A simple, consistent label check can help people buy better.’
What counts as ‘gunk’?
Some of the most common additives in supplements and vitamins may surprise you:
- Titanium dioxide (E171): banned in EU foods since 2022 but still permitted in the UK. It makes tablets look white and uniform.
- Carrageenan (E407): a capsule thickener linked to gut inflammation.
- Magnesium stearate (E470b): used as a lubricant in manufacturing but can affect gut microbes.
Cheryl Thallon, founder of Viridian Nutrition, says: ‘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.’
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 ingredient 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.”
Tablets vs capsules
The form of a supplement makes a difference too. Tablets are the most common, but they often need binders, coatings and glazes to hold their shape — meaning more additives. Capsules, powders and liquids tend to break down more easily in the gut and usually contain fewer unnecessary extras.
Even with liquids, preservatives or flavourings may be added to extend shelf life, so it’s always worth flipping the pack to check. If the ‘other ingredients’ list is long, or full of chemical-sounding names, ask yourself who it benefits — your health, or the manufacturer.
The Viridian survey revealed that 71 per cent of people would be willing to pay more for supplements free from artificial additives. That’s strong evidence that demand for cleaner products is only increasing.
Viridian: Free Supplement Offer Nationwide
For anyone buying supplements, the message is clear. Look beyond the front of the pack. Ask where and how products are made, whether they contain unnecessary colourings or flavourings, and if they’ve been formulated by qualified experts.
With almost half of supplement users admitting they don’t know what many label ingredients mean, the campaign hopes to empower shoppers to make more informed choices.
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 viridian-nutrition.com/nogunk then redeemed into independent health stores nationwide while stocks lasts and terms and conditions apply.
