Two lines under 'other ingredients'

Every supplement label has a section headed 'other ingredients'. It is where the honest part of the label lives, because it is where the things that are not the food go: the filler that bulks a capsule out, the anti-caking agent that stops the powder sticking to itself, the gum that makes it feel smooth, the natural flavour that could be almost anything.

Find that heading on a tub you own. Count the lines.

On Modern Savage there are two. Maple sugar powder and vanilla bean powder. That is the whole section. There is no maltodextrin, no silicon dioxide, no gum arabic, no lecithin, no natural flavours, because we decided at the start that if a thing was not food we would rather solve the problem another way, and a powder made of ground organs and fruit and seaweed does not need much help to behave.

We believe the fillers matter more than people think. They are not there for you, they are there for the machine that fills the tub and the number on the price tag, and some of them are the reason a lot of supplements sit badly. Leaving the fillers out made the product harder to make and dearer to make. We think the two lines were worth it.