Viridian Nutrition has launched its biggest ever marketing campaign under the strapline ‘No Gunk, Muck, Yuck’.  

The 6-figure campaign will run live throughout October and into November across multiple channels – including buses, the London Underground, billboards and national newspapers and magazines. There will also be a series of podcasts featuring well-known hosts including the comedian and presenter Katherine Ryan, and consumers will be encouraged to visit their local health store to try Viridian products for free, 

The No Gunk initiative sees Viridian doubling down on its campaign to highlight the presence of artificial additives in popular food supplements, contrasting this with own ‘clean’ product formulations. 

The new campaign sees the release of research commissioned by Viridian about consumer attitudes to artificial additives. The survey of 500 supplement users finds that 75% of people don’t want artificial additives in their supplements, but that only 8% could define a filler and fewer than one in four read the ingredients list. 

The campaign lists 24 commonly used additives that Viridian says, while legal, it avoids in its own formulations. Commenting, the company’s managing director and co-owner, Holly Thallon Steenson, said: “Viridian has never used artificial additives in our formulations and for more than 25 years we have championed supplements that are effective, ethical and pure – and the public is telling us they want the same.”

Nutrition and education manager, Phil Beard, added: “The independent scientific research supports the avoidance of artificial additives and our data clearly shows, consumers want change. Once learning about the artificial additives, 95% of people say they will check their labels more carefully and change their supplements to cleaner options.”

In July this year the Advertising Standards Authority upheld a complaint from the Health Food Manufacturers Association (HFMA) that Viridian’s earlier ‘No Junk’ ad campaign broke the advertising code. Viridian agreed to amend its campaign, but vowed that it would “continue to champion clean manufacturing and the right of the public to choose additive-free supplements” adding that it was “deeply disappointed” at the ASA ruling.

“Our customers are increasingly asking about artificial additives and looking for clarity around what goes into their supplements”

Thallon Steenson told Natural Newsdesk: “Our customers are increasingly asking about artificial additives and looking for clarity around what goes into their supplements. We believe it is important to continue supporting them with transparent and accessible information so they can make informed choices for themselves. We are confident that the updated campaign reflects both the ASA’s guidance and our own values, and we remain focused on championing education and the voice of our customers.”