Hidden Artificial Ingredients in Your Supplements Exposed by New Campaign
Hidden Artificial Ingredients in Your Supplements Exposed by New Campaign
Hidden Artificial Ingredients in Your Supplements Exposed by New Campaign
A new campaign is urging consumers to check their supplements for hidden artificial ingredients. Ethical vitamin brand Viridian has launched the No Gunk initiative to highlight common fillers like talc and titanium dioxide. Experts warn that many shoppers remain unaware of what's really inside their daily vitamins.
Viridian's No Gunk campaign focuses on exposing artificial additives in supplements. Ingredients such as titanium dioxide (E171) and magnesium stearate often appear in popular products, despite concerns over their safety. While Europe banned titanium dioxide in food in 2022, it remains permitted in the UK and US.
To help consumers make better choices, Viridian created the CLEAN checker—a five-point guide for reading supplement labels. The tool assesses whether products contain optimal active ingredients, avoid artificial additives, and use ethically sourced materials. It also checks for unnecessary colours, sweeteners, and flavours, ensuring formulations meet nutritionist standards.
Research shows strong demand for cleaner supplements. Around 75% of people prefer products without artificial additives, and 71% would pay extra for them. Yet only 8% recognise filler ingredients, known as excipients. Viridian's best-selling High Five Multivitamin meets these demands, offering 23 vitamins, minerals, and plant extracts without any artificial additives.
Until November 30, 2025, the company is offering a free month's supply of High Five Multivitamin while stocks last. Dr. Carol Granger, a microbiologist and registered nutrition practitioner, supports the campaign. She stresses the importance of knowing exactly what's in supplements, comparing label awareness to spotting ultra-processed foods.
The No Gunk campaign aims to make supplement shopping clearer and safer. Viridian's tools and promotions encourage consumers to choose products free from artificial fillers. With growing demand for transparency, the company's approach could push the industry towards cleaner formulations.
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