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  • Bringing radical transparency to the vitamin market
  • Bringing radical transparency to the vitamin market
    Yelp Inc, Creative Commons (2016) ©
CASE STUDY

Ritual: ‘clean’ vitamins for the wellness generation

We can’t get enough of supplements – half of Americans take them regularly – but with little evidence to support their health claims and worries over their contents, people are looking for clarity and transparency. Ritual delivers both, providing a ‘clean label’ vitamin for the wellness movement.

Location North America / Northern Europe

Scope
A healthy lifestyle has never been more highly prized, but the ways of reaching this aspirational ideal have never seemed more complex. Vegan, gluten-free, Paleo – what really constitutes the healthiest diet? It’s no wonder that vitamin supplements – and their promise of a fast track to health – have proven irresistible to time-strapped consumers; the global supplements industry was valued at $88 billion in 2014. [1] But while the idea of getting all our vital nutrients in one convenient capsule is appealing, the safety and health claims of these unregulated pills have been repeatedly undermined.

Aware ...

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