It is quite clear that WeAreFeel were not happy just producing the usual multivitamin and mineral with the standard ingredients, but wanted to produce something that is far superior and therefore more effective.
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I think the D3 from lichen is a good point, as it is suitable for vegans and vegetarians. Considering that vegans are even more at risk of vitamin D deficiency, this is a good addition, I believe. And it is at the recommended daily value (even though I believe we need more than that to be a therapeutic dose).
Being UK made, certified vegan, cruelty-free, and 100% compostable packaging definitely influences my decision-making for selecting supplements. I am more likely to buy or recommend products that come in glass or compostable materials. Overall, I think it's a nice product. Considering it works out quite affordable at 40p/day, I think it’s attractive to many.