Shoppers are confusing basic vitamins, minerals and ingredients and can’t tell the difference between the good, the bad or the ugly.
And it’s not because we aren’t concerned about our wellbeing – a third (32%) of Brits say that they are interested in nutrition and 22% class themselves as ‘foodies’, whilst 28% try to eat healthily.
Our campaign aimed at educating people on nitrates in drinking water found that nitrates are one of the most commonly confused elements:
The majority don’t know that nitrates in drinking water can have a negative impact on health
of Brits do not know what a nitrate is
believe nitrates in mineral water – pollutants that enter the water table from agricultural fertiliser and leaking septic tanks – are healthy vitamins.