Purition
Nine natural vitamins and minerals in one wholefood porridge - the broadest BIOVIT blend in any client product.
.avif)
Twelve Years Searching for the Right Partner
Purition has spent over 12 years building a brand around whole food nutrition.
Their philosophy is simple: real food first, no shortcuts, no synthetics. When they decided to fortify their Instant Wholefood Porridge with vitamins and minerals, using synthetic nutrients was never going to be an option.
But finding a natural alternative that met their standards had been a challenge - until they met the BIOVIT team at the Food & Drink Expo.
BIOVIT's approach to standardised, verifiable micronutrients from organic plant extracts was exactly what Purition had been searching for.
The clean taste profile meant no need to mask flavours with artificial sweeteners or flavourings. The partnership was a natural fit.
.avif)
"At Purition, we've spent over 12 years championing whole food nutrition, always believing that real food contains nutritional wisdom that synthetic supplements simply cannot replicate.
When I met the Biovit team at the Food & Drink Expo, it was a genuine eureka moment. For years, we'd been searching for a truly natural alternative to synthetic micronutrients that wouldn't compromise our food-first philosophy. Biovit's breakthrough in creating standardised, verifiable micronutrients from organic plant extracts finally made this possible. Their approach aligns perfectly with our nutritional values, and the clean taste profile of their organic extracts means we don't have to mask flavours with artificial sweeteners or flavourings.
With Biovit, we've found a partner who understands that the future of nutrition isn't about isolating nutrients in a lab, but rather harnessing the complete nutritional profile that nature has already perfected." - Purition
Nine Nutrients, Zero Off-Flavours
Fortifying a wholefood product with nine different vitamins and minerals is a significant formulation challenge.
Each nutrient needs to be dosed correctly for EFSA health claim compliance, maintain stability across an 18-month shelf life in a dry-blended format, and - critically for Purition - contribute zero off-flavours or aftertastes that would require masking ingredients.
Most brands attempting this level of fortification in a food product default to synthetic because the supply chain is simpler and the cost per dose is lower. Purition needed proof that a fully natural solution was technically and commercially viable.
The Broadest Natural Blend in Any Product
BIOVIT formulated a nine-ingredient blend covering a broad spectrum of essential vitamins and minerals:
Every ingredient is plant-derived, organically sourced, and certified by the Soil Association: D3 from lichen, Vitamin C from acerola cherry, Folate from spinach leaf, B12 from shiitake mushroom, Iron from curry leaf, Calcium from red algae, Iodine from kelp, Selenium from sunflower seed, and Chromium from mung bean sprout.
The blend was tailored to Purition's specific porridge format, with dosing calculated for EFSA compliance and stability verified across the full shelf life.
Eight EFSA Claims, Zero Label Compromises
Purition's Naturally Fortified Instant Wholefood Porridge carries the BIOVIT Trust Mark on pack - one of the first food products to do so. The nine-ingredient blend is the broadest natural fortification blend in any BIOVIT client product to date, demonstrating that comprehensive natural fortification is achievable in everyday food formats.
The partnership extends beyond porridge. BIOVIT also supplies Purition's partner brand Soul Kitchen with natural vitamins and minerals - a shared commitment to harnessing the power of natural ingredients to create the healthiest, cleanest food products possible.
What the Label Can Say
Nine BIOVIT ingredients unlock claims across seven health categories on a single product: immunity, energy, bones and teeth, cognitive function, thyroid function, blood glucose, and cell division.
That's a breadth of on-pack claims that most food products can't match - and Purition achieves it entirely with natural, organic ingredients.
.avif)
Why This Matters
This case study demonstrates three things that matter for any functional mushroom or clean-label supplement brand:
Broad-spectrum natural fortification is achievable
Nine ingredients, one product, zero synthetic inputs. If Purition can do it in a porridge, it can be done anywhere.
Clean taste profile
BIOVIT's organic plant extracts integrate into food products without off-flavours - no artificial sweeteners or masking agents required.
Values alignment matters
Purition spent 12 years searching for a natural alternative that matched their food-first philosophy. The right ingredient partner doesn't just supply - they share your values.
.avif)
.avif)