10 years of learning, refining and raising the standard. Here’s what’s changed and why.

Ten years ago we created Awesome Defence - then called Awesome Daily Dose. Our ambition was to help people optimise their health and daily energy, and feel and function at their best.

Our philosophy was simple: If we took 100 people from a crowd, could we create a daily supplement that made sense for 90 or more of them? 

Not because everyone has identical nutritional needs. In fact, quite the opposite. Because we believed there was an opportunity to create a strong nutritional foundation for as many people as possible.

We wanted a formula that supported the essential functions our bodies rely on every day. From energy metabolism and immune function to muscle function, cognitive function and more. 

And we wanted to do it properly. Not just aiming for sufficiency - which most multi-vitamins aim to cover, but striving for optimal nutrition.

The right ingredients. Dosed optimally. In the most bioavailable form. Fully in line with the latest science.

From day one, we’ve believed that a great supplement shouldn’t stand still. Every year, we revisit the research, question our decisions and look at where we can make improvements. 

Sometimes that means upgrading an ingredient. Sometimes it means adjusting a dose. And sometimes it means recognising that an ingredient no longer deserves its place in a formula designed for everyday use. 

That’s how Awesome Defence has evolved over the last decade. 

And it’s why we’re now introducing what we believe is our most advanced version yet.

Want the TL;DR? We’ve upgraded several of the B vitamins to their activated or methylated forms, doubled the folate content, switched our Vitamin A source to beta-carotene, reconsidered the inclusion of calcium and iron, and reduced the daily serving from four capsules to just two. 

All while delivering a broad range of essential vitamins and minerals at research-optimal doses.

And the price? That’s staying exactly the same.

Want to understand the thinking behind every change? Here’s the deep dive:

Upgraded B Vitamins

B vitamins support some of your body’s busiest processes, from releasing energy from food to maintaining normal nervous system function. Here’s what you’ll find in the updated Defence:

Methylfolate and methylcobalamin are methylated forms, while P5P and R5P are phosphorylated coenzyme forms. Each has a role within the systems that keep your body functioning optimally. 

Why methylfolate? 

Here’s something interesting: studies suggest around 50% of people may carry a common variation in the MTHFR gene, which plays a role in folate metabolism. 

These genetic differences can affect the activity of an enzyme involved in converting folate into its active form. That’s one reason we’ve chosen to provide L-5-MTHF (methylfolate) directly, which bypasses that particular conversion step. For a deeper look at these cellular pathways, you can explore the NIH Folate Fact Sheet.

A 24-week trial involving 144 healthy women, conducted by Lamers and colleagues, found a greater increase in red blood cell folate with methylfolate than with an equivalent molar amount of folic acid.

In a separate 24-week randomised trial involving 167 volunteers, methylfolate lowered homocysteine more effectively than an equivalent molar amount of folic acid. Levels were approximately 14.6% lower than placebo with methylfolate, compared with 9.3% lower with folic acid.

These findings are part of the evidence behind our decision to use methylfolate. Our other B vitamin changes reflect the same commitment to carefully considering the form and dose of each ingredient - so you get a better result in your daily energy, performance and metabolism. 

The Vitamin A upgrade 

Our vitamin A source has changed from retinol to beta-carotene, a provitamin that your body converts to vitamin A. This conversion is regulated in response to your vitamin A status, slowing as levels rise. That gives us a deliberate way to support normal vision, immune function, skin and mucous membranes without adding more preformed retinol to your daily intake. 

Now for what’s gone; calcium: 

Calcium is essential for healthy bones and teeth, as well as normal muscle function. But being an essential nutrient doesn’t automatically mean everyone needs to supplement it.

Most adults in the UK obtain sufficient calcium through their diet, including dairy products, fortified plant-based alternatives and other calcium-rich foods. This is supported by recent data of population wide nutrient deficiencies - mean calcium intakes remain above the reference nutrient intake (RNI) for nearly all adult age and sex groups in the UK. This is the #1 reason we’ve removed it. 

We also considered how calcium interacts with other minerals - reason #2. When consumed at normal dietary levels, calcium generally doesn’t appear to affect mineral absorption. But some human studies suggest that higher calcium intakes can influence the absorption of minerals such as magnesium. The significance of these interactions depends on the amounts consumed, but it was a factor worth considering when reformulating a supplement containing several minerals - particularly given magnesium’s important physiological roles and the potential for increased requirements among highly active individuals.

So rather than including calcium as standard, we’ve chosen to prioritise the nutrients we believe offer the most value in an everyday formula.

Importantly, we’ve retained vitamin D3 and K2. Vitamin D supports the absorption and utilisation of calcium from your diet, while vitamin K contributes to the maintenance of normal bones. Although we've removed calcium itself, we've retained nutrients that support its absorption, utilisation and role in maintaining healthy bones from dietary sources. 

And reason #3 - the practical benefit of doing so. Calcium accounted for more than half the weight of the previous formula. Removing it has allowed us to reduce the daily serving from four capsules to just two, while retaining our substantial 300mg magnesium dose and the wider vitamin and mineral formula - which we will cover towards the end of this update. 

The result is a simpler daily routine, with every ingredient deliberately positioned for its role in the overall formula, while working with the rest of the formula. 

Iron, why remove that? 

We know this is a change some of you will have questions about, so let's explain our thinking fully.

Iron is essential. It helps carry oxygen around the body, supports normal red blood cell formation and contributes to reducing tiredness and fatigue. We also know that for some of our customers, iron has been an important reason for choosing Awesome Defence.

So why have we decided to remove it?

Because while everyone needs iron, few people need additional iron.

Iron requirements vary considerably. Factors such as age, diet, menstruation and individual health circumstances all influence how much we need. For some people, getting enough iron can be a challenge, and supplementation may be important. But most will already obtain sufficient amounts from their diet. 

And there’s another important difference with iron too compared to most other micronutrients: our bodies have limited ways of getting rid of excess amounts unlike most micronutrients. Although iron absorption is regulated by our bodies, taking more than you need over time can increase iron stores in certain organs and tissues, and excessive accumulation can be harmful. In severe cases, this can damage organs, particularly the liver. Although uncommon from routine supplementation, cases of iron overload associated with prolonged excessive iron supplementation have been documented in the medical literature. 

For that reason alone we feel iron deserves an individual approach, rather than automatically including it in a daily supplement intended for a broad range of people. 

But removing the iron doesn’t mean removing the nutritional support that goes alongside it.

Awesome Defence 5.0 still contains vitamin B12 and folate, which contribute to normal red blood cell formation, alongside vitamin B6 which supports normal red blood cell formation and normal energy-yielding metabolism. It also provides vitamin C, which naturally increases iron absorption from food.

If you’re concerned about iron deficiency, we’d recommend speaking with your GP about whether a blood test is appropriate to assess your iron status, and following their guidance on an appropriate dosing strategy. Therapeutic supplementation for iron deficiency anaemia typically provides around 40-100mg of elemental iron per dose, although the appropriate amount and frequency depend on individual circumstances, tolerability and clinical guidance.

Awesome Defence can now sit comfortably alongside any medically personalised iron supplementation, without contributing additional iron that may not be needed. 

It’s a decision we’ve made carefully, and one we believe makes Awesome Defence 5.0 a better everyday supplement for a wider range of people. 

Why is the cost the same? 

One of the biggest changes you’ll notice with Awesome Defence 5.0 is that your daily serving has gone from four capsules to just two.

And you might reasonably wonder: if there are fewer capsules, shouldn’t it cost less?

It’s a fair question.

The answer comes down to what’s actually in those capsules.

Calcium was by far the largest component of our previous formula, by weight, but it’s also a relatively inexpensive ingredient. 

At the same time, we’ve invested in more expensive forms of selected B vitamins, including methylfolate (at double the dose) and the coenzyme forms of B2 and B6. 

These ingredients cost us considerably more than the forms they’ve replaced, 2-3x in fact. But they’re changes we’ve made deliberately, based on our approach to the science and to formulation.

The smaller serving also means a smaller pouch, helping us offset some of those additional ingredient costs through savings in packaging and manufacturing.

In fact, Awesome Defence 5.0 actually costs us slightly more to produce.

But rather than passing that increase on to you, we’ve decided to absorb it and keep the price exactly where it is. Because the goal was never to make it smaller or cheaper. The goal was to make Awesome Defence better.

And after ten years of developing this product, that’s still what matters most to us.

What else is staying? 

We’ve explained what’s changed, but there’s plenty that hasn’t.

Awesome Defence 5.0 retains a broad range of essential vitamins and minerals, supporting everything from normal energy metabolism and immune function to muscle function, bone health and cognitive function.

And while we’ve refined certain ingredients, many of the nutrients you’ve come to expect from Awesome Defence remain at exactly the same doses, including some of the key nutrients highlighted below.

Immune function and cellular protection

Daily immune support remains an important part of Awesome Defence, particularly as we head into autumn and winter.

Between October and early March, sunlight in the UK isn’t sufficient for most people to produce adequate vitamin D. Because getting sufficient amounts from food alone can be difficult, the NHS recommends considering a daily supplement containing 10µg during these months.

But 10µg is a general population recommendation, not a universal optimal dose. Individual vitamin D requirements can vary, and research has explored the benefits of higher intakes for different aspects of health.

That’s why we’ve retained our substantial 62.5µg dose, alongside vitamin C, zinc and selenium, all of which contribute to normal immune function. Vitamin C, zinc and selenium, along with vitamin E, copper and manganese, also help protect cells from oxidative stress.

Energy, muscle and nervous system function

Our substantial 300mg magnesium dose remains a cornerstone of Awesome Defence, supporting normal muscle and nervous function, energy metabolism, and the reduction of tiredness and fatigue. Alongside it, B vitamins including thiamine, niacin, biotin and B12 contribute to normal energy metabolism and nervous system function.

Bone health and calcium utilisation

Although we’ve removed calcium itself, we’ve retained vitamin D3, K1 and K2, and magnesium. Vitamin D supports normal calcium absorption and utilisation, while vitamin K activates proteins involved in bone metabolism, including osteocalcin, a protein produced by bone-forming cells. Both contribute to normal bone maintenance, as does magnesium. The NIH’s vitamin K overview explains the underlying biology.

Vitamin K1 additionally plays an important role in normal blood clotting, helping activate proteins essential to this process.

Cognitive function, mental performance and thyroid health

Iodine and selenium contribute to normal thyroid function, while iodine and zinc also support normal cognitive function. Vitamin B5 contributes to normal mental performance. 

Skin, hair and connective tissue

Zinc, biotin and selenium contribute to the maintenance of normal hair or skin, while vitamin C supports normal collagen formation for the function of skin, bones and cartilage. Copper and manganese also contribute to normal connective tissue maintenance and formation.

We’ve kept the foundations that matter, upgraded selected ingredients and refined others, always with the same goal: creating a daily supplement we’re proud to take ourselves - every day. Your monthly supply now fits into a smaller pouch, at the same price. 

And that’s it. Ten years of learning, five generations of formulation, and countless decisions about what deserves a place in your daily supplement.

Every change has been made with the same ambition we started with: to create a daily vitamin and mineral supplement that supports the functions and systems that your body relies on, using research-aligned doses of deliberate ingredients, and always striving for optimal nutrition.

Because at Awesome Supplements, The Dose Is Everything.

Here’s to the next ten years!

Buy Awesome Defence or grab our Health Essentials bundle.