WHAT DRIVES US
The supplements industry is broken.
From inflated health claims to quality control issues, the industry has long been plagued by problems. But most frustrating to us is just how much the industry has completely neglected to address gut health. You see, despite it being the number one trending health issue of our time, the supplements industry is simply too busy trying to sell the latest fad or wonder ingredient (hello Amazonian berries that ‘melt fat’). In particular, it saddens us how much the industry has failed to deliver targeted & efficacious pre/probiotics with clinically studied ingredients. Given we’ve never lived in a more research-filled era, it is inexcusable that so few products reflect this abundance of scientific wisdom. And of course, the industry has failed and continues to fail to deliver clean, gut-friendly formulas – i.e. hypoallergenic supplements without common allergens like gluten and dairy, or other impurities such as gut-irritating fillers and high FODMAP ingredients. Lastly, and most frustrating from a consumer point of view, the industry has struggled to create convenient & smartly balanced formulas that are easy and affordable to take. To all of this, we say no more!
We prefer vegetarian formulas. But efficacy decides.
To ensure people of all diet preferences can enjoy our product line, we always seek out vegetarian and vegan friendly ingredients. The only exception is when an animal-based ingredient is substantially more efficacious and can thus better help people achieve their health goals – eg porcine-based pepsin over a weaker vegetarian-sourced ‘pepsin’. In the rare cases where this occurs, it is clearly labelled. We think this approach makes the most sense, since your gut health is the priority.