A startup that develops natural vitamin and mineral blends extracted from organic plants and fungi for use in fortified foods, has secured £1.5m in funding to “shake up the fortified foods industry”.
Biovit – which is focused on organic micronutrients versus the synthetic versions found in most supermarket products – will use part of the cash injection to carry out a trial of individuals’ micronutrient absorption levels and utilisation rates, and, using AI, profile their metabolic type and nutritional needs to formulate a personalised nutrition product. The result, it says, will be “the world’s most precise AI-powered personalised nutrition system”.
The trial – carried out in partnership with Pharmatics – is due to run with the NHS next year.
The rest of the funding – from Innovate UK – would be put into research at Swansea University to measure the difference in bioavailability and efficacy between natural vitamins and minerals and their synthetic counterparts.
“All fortified foods, including breakfast cereals, meal replacement shakes, plant-based milks, and more, currently contain synthetic vitamins and minerals,” said Biovit founder and CEO Ky Wright. “Although similar, these lab-made, isolated vitamin and mineral analogues are most often structurally and functionally different to the natural versions, being less bioavailable and efficacious.”
Independent research commissioned by Biovit found the majority of consumers (77%) weren’t aware that synthetic micronutrients were currently being added to enhance the nutritional value of foods, while the majority of consumers (90%) would prefer natural nutrients to synthetic if given the choice.
“Biovit exists to give consumers that choice,” Wright said. “We want to offer a completely natural solution to food companies – especially those that are striving towards organic certification – and expect to see a growth in ‘natural fortification’ across the food industry.”
A recent major observational study of 400,000 people in the US, found no impact on mortality rates from long-term synthetic multivitamin use. The study found people who consumed daily multivitamins were marginally more likely than non-users to die in the analysis period, prompting the researchers to conclude that “multivitamin use to improve longevity is not supported”.
Other researchers have warned of the potential risks of taking too many supplements. “Taking more than you need costs more and might also raise your risk of side effects,” the US National Institutes of Health says. “For example, too much vitamin A can cause headaches and liver damage, reduce bone strength, and cause birth defects. Excess iron causes nausea and vomiting and may damage the liver and other organs.”
Biovit’s own UK clinical trial, directly comparing synthetic micronutrients with natural micronutrients, will be published in 2025 and “could lead to radical changes in consumer awareness and acceptance of synthetic nutrients” Wright said.
“That’s why our advice to food companies is to switch to natural nutrients now, or risk losing consumer trust,” he added.
The company said organically fortified products are due to hit UK supermarket shelves next year for the first time, with its ingredients “already in live NPD” with more than 10 of the UK’s largest organic and natural food brands.
Biovit was founded in January last year by Wright, former founder of frozen yoghurt brand, Lick - which opened the UK’s first ever fro-yo parlour in Brighton in 2008 and later saw products listed in Tesco, Sainsbury’s and Waitrose. Following Lick, Wright launched “the world’s first certified organic meal replacement bar for vegans”, Human Food, which won a national listing with Holland & Barrett.
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