Why we didn't make a gummy

Walk down the children's aisle in any chemist and look at what is sold as a vitamin. It is a sweet. Sugar or a sugar substitute, gelatine, a colour, a flavour, and a dose of a few nutrients small enough not to upset anyone. It is shaped like a bear or a dinosaur and it is designed, very carefully, to be asked for.

Most of us have bought those. And when we sat down to make a version of Modern Savage for kids, the easy path was obvious and we could not take it, because it would have meant making a weaker, sweeter version of the thing and selling it to the people who need the real one most.

We believe children need this more than we do, not less. They are building bone, brain and blood at a rate we will never match again, on a modern diet that is mostly beige, and a gummy with five vitamins in it does not touch that. So Mini Savage is the daily blend with the organ dose halved for small bodies, colostrum added because that is where nature starts a calf, and little else changed. The fibre, the berries and the maple sugar and dates doing the sweetening are the same as in the adult blend. It stirs into yoghurt or porridge or a smoothie, and the vanilla and dates do the rest. Colostrum is a milk product, so it is not for children who cannot have dairy.

It is not a sweet and it will not be asked for by name. That is the trade we made, and we would make it again.