Supplements specialist Earth’s Secrets has launched a new app that its founder, Amy Peacock, says will make it easier for consumers to shop the category knowledgeably and safely. 

Peacock says that consumers often pay premium prices for products and ingredients that underdeliver and whose labels play down undesirable ingredients. 

Posting on LinkedIn, the brand-owner said the new SafeSupp app was a response to “an industry that’s needed transparency for far too long. After 5 years in supplements, I knew we needed a real solution.”

Among the issues Peacock says she has identified are “labels designed to confuse, not inform… ‘proprietary blends’ hiding ineffective doses… premium prices for basic ingredients and marketing claims over scientific evidence”. 

Peacock says the SafeSupp app uses AI to generate “instant quality analysis,” helping consumers make more informed decisions at the purchase point. 

Posting live on Instagram this week, Peacock said: “I have been in the supplements industry for the last five years, and trust me some of the things I have seen have genuinely shocked me. I knew there was a problem when companies started putting fuel lubricants for machinery into supplements, and I knew they needed to be a change.”

The new app has been developed in partnership with healthcare professionals, including  Dr Amos, a GP and sports medicine specialist, who says: ‘This app is for everyone and promotes transparency, safety and informed choices within the supplement industry.’