Every ingredient. Every dose. Every reason.
Seventy-five actives. Four groups. Each row prints its dose. Each key row explains — honestly, in evidence-tone language — what that dose is doing there.
Three principles the tub is built against.
- 01
Doses first, then ingredients.
Most formulation starts with a list and shrinks it to fit a price. We start with the clinical dose for each active — 300mg KSM-66, 24bn CFU total — and then decide what fits alongside it. If the dose isn't earning its place, it isn't in the tub.
- 02
Evidence-tone language.
Where a dose is 'associated with' an outcome in published trials, we say associated. Not 'clinically proven', not 'shown to cause'. It's slower marketing — and the only kind that keeps working once someone reads the study.
- 03
The certificate is the product.
Every batch is third-party tested at Eurofins UK. Actives to within ±5% of label. Heavy metals under EFSA limits. Retained sample held 36 months. If the certificate doesn't pass, the batch doesn't ship. This is boring on purpose.
Seventy-five ingredients. Every dose printed.
Tap a group to open it. Tap any key active to read the one-line rationale for why it's there at that specific dose.
Evidence tone throughout. Where a dose is "associated with" an outcome in published trials, that's the language we use — not "causes", not "clinically proven".
Dr. Ellis Reed. The one who says no.
"My job on this formula is to be the one who says no. No to the ingredients that read well and dose badly. No to the herb that has three good trials and forty bad ones. No to a claim we can't defend if a GP asks."
- Credentials
- Registered Associate Nutritionist (ANutr) · PhD, King's College London
- Reviewed by
- Formulation reviewed quarterly · previous batches archived
- Signature dose
- Ashwagandha KSM-66 · 300mg
Every ingredient in this tub had to survive a conversation with him first. That's most of what you're paying for.
Four steps. The last one is the point.
- 01
Source
Single-origin actives where the trial data specifies it. KSM-66 from India. MK-7 from natto. Chelated minerals only.
- 02
Blend
UK, ISO 9001 facility. Small batches, low-temperature blend to protect enzymes and heat-sensitive vitamins.
- 03
Third-party test
Every batch to Eurofins UK. Potency of key actives, heavy metals, microbiological, allergen residues. No self-testing.
- 04
Publish
Certificate to the product page and the QR on the tub, same day as release. Prior batches archived, retained sample held 36 months.
Four things you'd usually find in a tub like this. None of them are here.
- 01
Artificial sweeteners
Sucralose, acesulfame K, aspartame — all cheap ways to hide the fact that greens taste like greens. We use a small amount of stevia leaf and a squeeze of lemon. It's why the first week is honest, not sugary.
- 02
'Proprietary blends'
The industry's favourite way to hide the dose. Every one of our 75 actives has its milligram or CFU count printed on the label. If you can't see the dose, there's a reason.
- 03
Kitchen-sink herbs
We could add another twenty herbs at 10mg each and call it a 95-ingredient formula. It would test the same and cost less to make. It would also be dishonest.
- 04
Stimulants
No caffeine, no yerba, no green tea extract. The energy claim comes from the B-complex and the adaptogens, not from stimulating the nervous system into feeling productive at 8am.
The four questions a careful reader always asks.
No — and no reputable formulator would claim it is. Individual actives have trials at these doses; the formula as a whole hasn't been through a randomised controlled trial. That's true of every greens powder on the market. Anyone claiming otherwise is either lying or has run a study you should ask to see.
You've read the formula. Now the tub.
£43 on subscription. Third-party tested every batch. Cancel any time — genuinely two clicks, no retention script.