Wholefood vitamins: harnessing the power of vitamins as nature intended

In a post-pandemic world, consumers are more health-conscious than ever. But the fast pace of modern life can make it difficult to provide our bodies with the balanced diet they need.¹ 

In fact, 67% of consumers in France and the UK have already turned to vitamin supplements as a convenient way to boost their immune system and optimise their health and wellbeing.² Research also suggests that nearly 9 in 10 European consumers find front-of-pack claims that vitamins are from a natural source appealing.³ 

But in practice, many consumers are still unaware that today most vitamins are synthetically manufactured rather than obtained from natural sources.

Synthetic vs. wholefood vitamins: what’s the difference?

Vitamins can be synthetically derived or obtained from natural sources. 

Synthetic vitamins

Synthetic vitamins are highly purified additives, produced by chemical synthesis or microbial fermentation, followed by purification steps.  This process typically isolates one vitamin in particular. 

Wholefood vitamins

Wholefood vitamins are derived from real foods – like carrots, acerola or mushrooms - that have been concentrated into powder or liquid form using conventional food processing techniques like juicing, filtering and drying. The source fruit or vegetable is minimally processed to maintain the integrity of the essential nutrient in its natural form. 

This means that wholefood vitamins are consumer-friendly label, plant-based and derived from familiar sources. 

Vitamins as nature intended 

In nature, vitamins are created within a food matrix which contains other functional compounds such as bioflavonoids, polyphenols, carotenoids and anthocyanins. 

Some vitamins, like vitamin C and provitamin A carotenoids, also act as antioxidants. Natural sources of these vitamins contain extra antioxidants that work together with the vitamin to enhance its protective effects against cell damage.⁴

Here are a few examples of how this works: 

Acerola

The dried juice of acerola contains polyphenols that contribute to its overall antioxidant activity. Acerola juice has higher antioxidant activity than ascorbic acid alone, and up to 60% of antioxidant activity in acerola juice was shown to be due to other compounds, in particular polyphenols.⁵

Carrots

Carrots contain significant amounts of pro-vitamin A carotenoid, which is a natural antioxidant. Their bright orange colour and sweet earthy taste can also add natural colour and flavour to functional foods and beverages.

Co-creating delicious and nutritious experiences

In the last few years, we’ve witnessed both a growing number of product launches in the vitamin and mineral supplement category and an increase in food and beverage launches with a plant-based claim^,.⁶ ⁷

Wholefood vitamins, like our vitamin A from carrots and vitamin C from acerola, offer companies the opportunity to provide consumers with a broad range of innovative supplement formats and new functional food experiences, made from consumer-friendly, plant-based ingredients from familiar sources. Givaudan's wholefood vitamins are also supported by a variety of nutrient and functional health claims and can allow you to include appealing visual claims, like images of the source fruit, on the front of the pack.⁸

Drawing on our extensive and holistic formulation expertise, we work alongside our partners to co-create healthier functional food and supplement experiences with an improved nutritional profile that also taste, feel and look great.