Ingredients We Avoid
All Artificial Sweeteners such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Sucralose (E955) | Made through selective chlorination of sucrose, sucralose is widely used in protein powders. In recent (2024-2025) reviews show that it can alter gut microbiome composition in laboratory and animal studies, though human results are mixed. Current research has not established clear metabolic or inflammatory harm at normal consumption levels, but the data remains limited. Sucralose is also environmentally persistent - more than 90% passes through the body unchanged and resists breakdown in wastewater treatment, leading to trace accumulation in waterways. Given the uncertainties around its long-term effects on gut and metabolic health and our commitment to clean, natural nutrition, we choose to exclude it entirely. | 99% of protein powders and pre and post workout products |
| Acesulfame Potassium or Acesulfame K (E950) | A calorie-free artificial sweetener around 200 times sweeter than sugar, commonly used in protein powders. Recent studies (2024–2025) suggest that acesulfame K may alter gut microbiome composition in laboratory and animal models, though human results are limited and mixed. Given the uncertainties around its long-term effects on gut health and our commitment to clean, natural nutrition, we choose to exclude it entirely. | Most protein powders, especially mainstream brands such as Gold Standard Whey |
| Aspartame (E951) | Recent studies and reviews (2022–2025) show that aspartame may influence gut-microbiome composition and metabolic pathways in laboratory and animal models at high doses, though human findings remain limited and inconsistent. Regulatory authorities (EFSA, FDA, FSANZ) continue to deem aspartame safe within approved intake levels, while the WHO’s IARC classified it in 2023 as “possibly carcinogenic” - a category reflecting uncertainty rather than proven harm. Given the ongoing debate, the gaps in long-term human research and our commitment to clean, natural nutrition, we choose to exclude it entirely. | Whilst it is used less today, it is still used in many protein powders |
All Artificial Flavours such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Artificial or "Natural" Vanilla | Artificial vanilla flavouring relies on a chemically produced compound that mimics the flavour of natural vanillin. It is often made using by-products from the paper and wood-pulp industry. Because it originates from wood, it can legally be classified as a “natural” flavouring, even though it’s not naturally derived from vanilla beans. | Many protein powders where vanilla flavour and vanilla type flavours are used |
All Artificial Colours such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Blue #1 Brilliant Blue (E133) | A synthetic dye originally developed from coal-tar derivatives and now produced from petroleum sources. It is poorly absorbed by the body and largely passes through the digestive system unchanged. While generally considered safe within regulatory limits (EFSA, FDA, FSANZ), some research suggests that artificial colours, including Blue #1 may contribute to mild behavioural effects in sensitive children or individuals with colour sensitivities. These reactions are rare and not universal. Because we prioritise pure, additive free nutrition, we choose to avoid all artificial colours. | Many pre-workout products and BCAAs such as Xtend where blueberry type flavouring is used |
| Blue #2 Indigo Carmine (E132) | A synthetic dye derived from the natural colour indigo through a process called sulphonation, which makes it water-soluble. It’s also used in small amounts as a pH indicator and in certain medical imaging procedures. While generally recognised as safe within regulatory limits (EFSA, FDA, FSANZ), some research suggests that artificial colours, including Blue #2 may contribute to mild behavioural effects in sensitive children or individuals with colour sensitivities. These reactions are rare and not universal. Because we prioritise pure, additive free nutrition, we choose to avoid all artificial colours. | Many pre-workout products and BCAAs where blueberry type flavouring is used |
| Red #40 Allura Red (E129) | A synthetic dye derived from petroleum, commonly used to create bright red or orange shades in processed foods and supplements. While considered safe within regulatory limits (EFSA, FDA, FSANZ), some studies suggest that artificial colours, including Red #40, may contribute to mild behavioural effects in sensitive children or individuals with colour sensitivities. These reactions are uncommon and not universal. The EU requires products containing Red #40 to carry a label warning that it “may have an adverse effect on activity and attention in children.” Because we prioritise pure, additive free nutrition, we choose to avoid all artificial colours. | Many protein powders, pre-workouts and BCAAs where fruity or berry type flavours are used |
| Yellow #5 Tartrazine (E102) | A synthetic lemon-yellow dye produced from petroleum sources. While generally considered safe within regulatory limits (EFSA, FDA, FSANZ), Tartrazine can trigger allergic-type reactions in a small number of sensitive individuals, particularly those with existing aspirin or salicylate sensitivities. Some research also links artificial colours, including Tartrazine, to mild behavioural effects in sensitive children, which led the European Union to require a label warning that these additives “may have an adverse effect on activity and attention in children.” Because we prioritise pure, additive free nutrition, we choose to avoid all artificial colours. | Many protein powders and pre workouts where fruity, banana or orange type flavouring is used |
| Yellow #6 Sunset Yellow (E110) | A synthetic orange-yellow dye produced from petroleum sources and commonly used in processed foods and supplements. While generally recognised as safe within regulatory limits (EFSA, FDA, FSANZ), Sunset Yellow may contribute to mild behavioural effects in sensitive children and can occasionally trigger allergic-type reactions, particularly in individuals with aspirin or salicylate sensitivities. The European Union and United Kingdom require products containing this dye to carry a label warning that it “may have an adverse effect on activity and attention in children.” Because we prioritise pure, additive free nutrition, we choose to avoid all artificial colours. | Many pre workouts and BCAA’s where fruity, banana or orange type flavouring is used |
All Gums such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Xanthan Gum (E415) | A polysaccharide produced by bacterial fermentation and commonly used as a thickening agent. Although safe for most people, it is often grown on substrates derived from wheat, corn, soy, or dairy, which can cause issues for those with sensitivities. At higher intakes, xanthan gum can cause digestive discomfort such as bloating or loose stools. A study published in the British Journal of Nutrition reported significant increases in stool output, frequency of defecation and flatulence when 15 g per day was consumed. Recent studies (2022–2024) also show that xanthan gum can alter the biodiversity and metabolic activity of the gut microbiome.. Because we prioritise ingredients that are as close to their natural state as possible and free from unnecessary processing aids, we choose to avoid xanthan gum in our products. | Many protein powders |
| Guar Gum (E412) | A soluble fibre derived from guar beans that forms a thick gel when mixed with water, which is why it’s commonly used as a thickening agent in protein powders. While generally regarded as safe, guar gum is highly fermentable and can cause digestive discomfort - such as bloating, gas, or loose stools, in sensitive individuals, particularly those prone to IBS or small intestinal bacterial overgrowth (SIBO). Because we prioritise ingredients that support digestive comfort and avoid unnecessary processing aids, we choose not to include guar gum in our products. | Many protein powders |
All Stimulants such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Caffeine (Synthetic) | While naturally occurring caffeine from sources such as coffee and tea can offer performance and alertness benefits, synthetic caffeine found in many pre-workouts behaves differently. Synthetic caffeine is rapidly absorbed and produces a sharper spike in energy and focus, followed by a quicker crash. Repeated high dose use can lead to dependence and reduced sensitivity, meaning you need caffeine just to feel “normal.” It also stimulates the release of stress hormones - cortisol, norepinephrine and adrenaline, which increase heart rate and blood pressure. In addition, caffeine can reduce the calming effects of GABA, a neurotransmitter that helps regulate mood and supports relaxation in both the brain and gut. Because we prioritise balanced, sustainable energy without artificial stimulation or dependency, we choose to avoid synthetic caffeine in our products. | 99% of pre-workout products |
All "Testosterone Boosters" such as:
| INGREDIENT | WHY WE AVOID IT | FOUND IN |
| Tribulus Terrestris | We avoid so called "testosterone boosters" because trying to manipulate hormones can create potential side effects (like acne and mood swings) with no guarantee of benefits. With tribulus terrestris, it may improve libido, but studies have shown that it has no tangible testosterone-boosting properties and no impact on strength, performance or muscle mass. | So called "testosterone" boosting products |
| D-Aspartic Acid | D-Aspartic Acid has repeatedly failed to demonstrate any consistent increase in testosterone in healthy men. Early studies suggested a short-term rise in testosterone, but later, better-controlled trials found no sustained hormonal, strength, or performance benefits. High supplemental doses have been associated in some animal and cell studies with oxidative stress and inflammatory changes in liver and kidney tissue, but human data on these effects remain limited. | So called "testosterone" boosting products |
