New Campaign Exposes Hidden Artificial Ingredients in Supplements

Here's how to know what's really in your supplements - and get a month's supply of Viridian's best-selling clean High Five Multivitamin for free

Partnership with Viridian

We're all aware of the importance of cutting down on ultra-processed foods in favour of fresh produce and cooked-from-scratch meals, but when it comes to your daily supplements, how do you know what the cleanest choices are?

Ethical vitamin company Viridian has done the thinking for you, producing only clean supplements sold in independent health food stores and online. Viridian has launched their No Gunk campaign to raise awareness of the common artificial ingredients to look for. Think talc, titanium dioxide, also known as E171 and magnesium stearate (don't be confused by the use of the word 'magnesium', it's an artificial additive).

To experience for yourself the power of a clean supp, free from artificial additives and packed with science-backed levels of essential nutrients, Until 30th November, Viridian is offering you the chance to try its High Five Multivitamin - free of all artificial additives, while stocks last (find out how below). The best-selling one-a-day capsule features 23 vitamins, minerals and plant extracts to meet your body's daily nutritional needs -including vitamin B5, which contributes to normal energy-yielding metabolism. It's also vegan, non-animal tested and non-GMO.

Viridian has a history of campaigning for positive change in the supplements industry,and wants to share information to help people make informed choices that are right for them. Its new No Gunk, Muck, Yuck campaign has just one aim: to empower you to become a smart supplement detective. Armed with easy pointers on how to read an ingredients label, you'll be able to find effective supplements that work for you without the need for artificial additives.

What makes a clean supplement?

As many as 75% of us would like supplements without artificial additives and 71% would pay more for them, according to a survey by Viridian of 500 people in May 2025. People are clearly well aware of the health benefits of cleaner products and are keen to ensure their supplements are safe. However, only 8% of us know what filler ingredients (the technical term is 'excipients') actually are.

And that's unfortunate to say the least. "Look at the labels of most supplements and you will find a list of ingredients you won't expect - from additives to glues," says Dr Carol Granger, microbiologist and registered nutrition practitioner. "It's crucial to know exactly what is in your supplements."

If that sounds like something you'd need a science degree for, Viridian has made it simple with its five-point CLEAN checker. It's designed to make us all supplement label-savvy in the same way that we know how to distinguish an ultra-processed food from a nutritious one. And here it is...

C is for 'contains optimal active ingredients'

"Ask yourself whether you can actually see the nutrients you are after, followed by numbers that indicate their levels in units such as mg, μg, IU, CFU and %NRV," says Viridian nutritionist Phil Beard.

"In the case of botanicals, you also want to see their standardised active alongside its concentration, such as curcuminoids instead of just a mention of turmeric."

By the same token, says Beard, probiotics should list their strain alongside the number of CFUs (colony-forming units).

L is for 'leaves out artificial additives'

You want the 'other ingredients' section, which indicates substances that don't provide a health benefit, to be as short as possible, or better still, non-existent.

"People find it hard to identify artificial additives, but this is where you'll find them," says Beard. You want the nutrition, not the padding, he says, so minimise these bulking and anti-caking agents, binders or glues, as well as artificial preservatives, collectively known as' excipients'. Some examples to watch out for are magnesium stearate, titanium dioxide/E171, carrageenan, potassium sorbate, and polysorbate 80.

E is for 'ethically sourced'

Potency and effectiveness of your supplement should not compromise the planet or animal welfare, but this means doing some research into your chosen brands to check both their sustainability credentials - are they Soil Association-approved, for example, and are they compliant with manufacturing standards such as BRC/ISO (British Retail Consortium, International Organisation for Standardisation).

In Viridian's case, it has a 130 Point Promise, where it asks suppliers to confirm that ingredients haven't been animal tested at any stage, reinforced by supplier questionnaires and audits. Some things to look for, suggests Beard, are

• UK/EU manufacturing where possible
• BRC/ISO compliance
• A non-GMO policy
• Whether the brand's suppliers confirm there has been no animal testing at any stage
• Whether ingredient provenance and contaminant testing details are available
• Sustainability credentials (e.g. Soil Association).

A is for 'avoids colours, sweeteners and artificial flavours'

All colours, sweeteners and artificial flavours can have negative health impacts, and none of them are necessary or healthful. Examples are aspartame, mannitol, MSG and titanium dioxide.

Titanium dioxide was banned as a food additive (but not in medicines) in Europe in 2022 but is not banned in UK or US.

N is for 'nutritionist-formulated'

Does your chosen brand use qualified experts such as nutritionists to formulate its product? And when it comes to ingredients, does the company use the evidence-based form in concentrations based on human clinical studies. This is the dose that actually does something!

"Clear and detailed on-pack ingredient levels and dosing is usually a good sign," says Beard.

Armed with this ultimate supplement checklist, you'll be surprised to find how much more benefit you'll experience from your vitamins and supps. For detailed information about artificial supplement fillers and how to read labels like a pro head to a local independent health store or check out Viridian's No Gunk, Muck, Yuck campaign page.

Join The Vitamin Revolution. To claim your free High Five Multivitamin 30 caps (one month's supply worth £10.80) visit the Viridian website to enter your details and receive a voucher. Redeem the voucher at your local independent health store - they have a handy store locator to make collection easy. Valid until 3o November 2025 or whilst stock last. Terms and conditions apply.

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Ingeborg van Lotringen, GTG Beauty Director

Our contributing beauty editor likes to sort the wheat from the chaff and is allergic to hype

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