Science

Science evolves.

So do we.

When the facts change, so do our formulas.

How We Think

Better formulas start with better questions

Not "what can we add?" but "what does this formula need to do—and what is the smartest way to do it?"

Nutritional science

We start with established nutritional science and assess the quality, consistency and relevance of the evidence.

Form matters

We consider bioavailability, stability, compatibility and how an ingredient behaves inside the complete formula.

Dose with purpose

A long ingredient list means nothing if the amounts do not make nutritional sense. Meaningful beats decorative.

Real-life fit

Format, flavour and frequency matter because the most elegant formula only helps when it becomes a habit.

THE PRETTY SMART APPROACH

Beyond the headline.

Good science goes deeper. Explore the questions that help turn promising research into thoughtful nutrition for the long run.

A CLOSER LOOK AT THE SCIENCE

EVIDENCE / THE STARTING POINT

One study. Many questions.

A headline is a starting point. To understand what a finding means, look at how the research was done and who it involved.

Who was studied?

Human participants, animals or cells? Each can inform research, but they answer different questions.

How was it tested?

Study design, participant numbers, comparison groups and duration all shape how much a result can tell us.

A useful distinction

Research on an ingredient is not the same as a clinical trial on a finished product. A useful claim should make clear which was studied, in what form and at what dose.

RELEVANCE / THE DETAILS

Same name. Same evidence?

An ingredient name tells only part of the story. The form, amount and way it is used help determine whether a study is relevant to a formula.

Which form was used?

Check the specific compound, extract or preparation. Results for one form do not automatically apply to every version.

Does the daily amount match?

Compare amounts per daily serving, alongside study duration and how the ingredient was taken.

Why more is not automatically better

A larger number on a label is not proof of a better formula. Useful amounts depend on the nutrient, its purpose, the evidence and the complete formulation.

PERSPECTIVE / THE WHOLE PICTURE

A finding needs context.

Useful evidence is about more than a positive result. What changed, how much it changed and what remains uncertain all deserve attention.

What actually changed?

Look at the outcome measured and the size of the change. A laboratory marker and an everyday experience are different outcomes.

Does the wider evidence agree?

Consider the pattern across relevant studies, including mixed findings, limitations and who funded the work.

Promising is a starting point

A promising result can justify further research without settling the question. Confidence grows when well-designed, relevant studies build a consistent picture.

EVOLUTION / THE LONG VIEW

Keep asking. Keep learning.

Research does not stop when a product launches. Our approach is to keep reviewing the evidence and question where a formula could be improved.

Is there a meaningful reason to change?

New evidence should be credible and relevant. Novelty alone is not a reason to change a formula.

Does it make sense in the whole formula?

Ingredient choice, dose, stability, compatibility and everyday use all belong in the same conversation.

What progress means to us

When credible evidence points to a better approach, we reassess our thinking. Thoughtful progress can mean refining an ingredient form, an amount or how a product fits into daily life.

Stay curious. Ask better questions. Keep the bigger picture in view.

Science never stands still. Neither do we.

Explore our formulas

Nature meets science

A new era of supplementation

Our Real Food, Smart Nutrition™ standard transcends the traditional approach to supplements by combining the best of two worlds: the holistic benefits of real food ingredients and the targeted efficacy of science-backed vitamins and minerals.

This approach allows us to create products that support your health and well-being with unmatched integrity and efficacy, ensuring you receive the right nutrients, in the right amounts, exactly when your body needs them.

Food powered

We have captured the power of the highest quality whole foods and phyto-nutrients.

Kind to your body

Gentle formulations that are easily absorbed, recognised and digested by the body.

Naturally complete

By combining real food with the precision of science, we create nutritionally complete products.

Advanced Nutrition

Science backed

Our products are continually enhanced and reviewed, reflecting the unending journey of scientific discovery.

We only use the most bioavailable vitamins and minerals in their most absorbable form, supported by extensive ongoing research, meaning we upgrade our formula when a new ingredient emerges that is proven to work.

How are we different?

Expertly Dosed

Precisely dosed, which enables you to maximise your nutrient intake and helps create effective and nutritionally complete supplements that are easily absorbed and digested by the body.

Science Backed

We use smarter, science backed vitamins and minerals that are thoroughly tested, clinically backed and free from additives and hidden ingredients.

Led by innovation

We are at the forefront of scientific innovation. Our experts are continually looking for the latest breakthroughs, to help deliver the most potent bioavailable nutrients that perform at their peak.

Third Party Tested

We rigorously test our products for their purity, potency as well as heavy metals and contaminants. So you can have peace of mind and know that your supplements not only meet, but exceed global safety standards.

Our Ingredients

Cutting edge nutrition, naturally.

FAQs

Discover how food based, science backed nutrition can help you perform at your very best.

What is bioavailability, and why is it important?

Bioavailability refers to the extent and rate at which the active ingredients (vitamins, minerals, etc.) are absorbed and utilized by the body. Higher bioavailability means that more of the nutrient is effectively used by your body. This is crucial because even the highest quality nutrients are ineffective if your body can't absorb them. Our supplements use the most bioavailable forms of nutrients, ensuring that you get the maximum benefit from every dose.

Why do we merge food-based ingredients with science backed vitamins?

We combine food-based ingredients with scientifically validated bioavailable vitamins and minerals to
maximise absorption and efficacy. This synergy merges natural food-based cofactors like enzymes and
phytonutrients with precision-formulated, bioactive nutrients to ensure precise and effective nutrient delivery.

What are phytonutrients and food-based cofactors?

Phytonutrients are natural compounds found in plants, like antioxidants, flavonoids, and carotenoids, that
provide health benefits such as protecting cells and reducing inflammation.

Food-based co-factors, such as enzymes, are naturally occurring compounds in whole foods that enhance
the absorption and effectiveness of our vitamins and minerals.

By incorporating both phytonutrients and co-factors into our products, we enhance their bioavailability and overall impact, allowing nutrients to work optimally in the body.

Can I combine all pretty smart food co products?

Our supplements are designed to work synergistically and can be used alongside each other. They are formulated to complement one another, providing balanced, comprehensive nutrition without overlapping or causing nutrient imbalances, ensuring that you receive a well-rounded approach to your health and wellness goals.

Start Your Journey Today

Our supplements support your unique way to enjoy life as youthfully
as possible, thanks to our scientific and clinical expertise.