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Why we started
Too many supplements are built to a price, not a result.
It started in 2016, in Dr Ron's clinic. Magnesium was the supplement most of his patients needed. The deficiency kept turning up in his consultations and blood tests, and he was recommending it to enough patients that it became his best-seller.
He offered two: a flavoured powder and capsules. Eight out of ten reached for the powder over swallowing a handful of pills.
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That was the signal. People wanted a flavoured magnesium powder, and no one was making a good one.
The only option on the shelf was imported from Europe, coloured artificially, and flavoured with sucralose, an artificial sweetener linked to disrupting the gut bacteria your health depends on. Worse, it leaned on a single form of magnesium at a dose high enough to send a lot of people running to the bathroom.
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So we set out to formulate the one that should have existed. And that taught us the thing we've built everything on since: getting a supplement right isn't about putting the right ingredient on a label. It's about the right forms of that ingredient, absorbed differently, and the right dose of each.
A magnesium that works is a blend that widens who it helps, not a single cheap form pushed too hard. We swapped the artificial colour and the sucralose for nothing artificial, formulated the blend from better-absorbed forms, and took control of where every gram came from.
Heavy metals
We read the certificates before we chose the ingredients.
So we went to a couple of local manufacturers for quotes. We chose the forms of magnesium going in and set the flavour, that part we were clear on from the start. What they didn't volunteer was the rest: where the magnesium actually came from, and its quality.
Had we not asked, we'd never have known their cheap Chinese magnesium carried heavy-metal levels over a hundred times higher than the material we ended up sourcing from the US. When it comes to vitamins and minerals, almost all of it comes from overseas, and unless you stop and investigate, the quality is impossible to see.
100× Higher heavy-metal levels in some raw material we tested, and rejected
To be straight about it: heavy metals are in almost everything, in trace amounts, and a single dose is nothing to worry about. But a supplement is taken every day, for months and years.
At that frequency, sourcing the cleanest material we could find was an easy call, even though it costs more. And on top of selecting clean ingredients, our finished products are lab tested to generate heavy-metal reports of their own.
Our values
What we will and won't do.
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Quality & transparency
- Premium ingredients:naturally sourced, bioavailable forms.
- Nothing artificial:no artificial sweeteners, colours, flavours or preservatives.
- Clear labelling:no proprietary blends, every amount stated.
- Heavy-metal tested:raw materials checked, finished products lab tested.
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Professionally formulated
- Research-driven:ingredient choices informed by research, with every active dose clearly labelled.
- Clinically guided:ingredients chosen and vetted with our Medical Advisor.
- Independently reviewed:our health content is checked by a NZ Registered Dietitian.
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Built to work
- Therapeutic doses:amounts that actually do something, never a token sprinkle for the label.
- Priced by what goes in,not by a price point.
- Powder, on purpose:a real dose won't fit in a capsule without asking you to swallow six or eight.
- 60-day guarantee:love it or your money back.
Behind the products
Formulated with a doctor. Reviewed by a dietitian.
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Dr Ron Goedeke
Co-founder · Medical Advisor MD, BSc Hons, MBChB, FNZCAM · A4M member since 1999Over ten years running a wellness clinic focused on functional medicine. Chooses and vets our ingredients, steers what we build next, and reviews our formulas and published content. About Ron
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Dr Sylvia North
NZ Registered Dietitian NZRD · PhD, Auckland University of TechnologyWrites and reviews our clinical and nutrition content, so what you read here holds up to the research. About Sylvia
Try us
Take our version of whatever you're already taking.
Our aim is the same in every category we enter: the best formulation we can make, at a dose that actually does something. If it's better, you'll feel it. If it isn't, there's a 60-day guarantee: love it or your money back. We made these for people as sceptical as we are.