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We made iron better
Our Inspiration

We believed we could improve millions of lives by improving supplements for one of the most common nutritional deficiencies in the world. What was wrong with other iron products? It’s all about absorption.

Before Active Iron, the global iron market was dominated by products with very poor absorption. Why is absorption important? Most people take iron supplements to help increase their iron levels so the amount that is absorbed is very important.

The obvious solution to poor absorption might be to increase the amount of iron you take, but this is not always a good idea. Increasing the amount of poorly absorbed iron that you take may cause gut irritation.

When you take a poorly absorbed iron tablet, iron can be released in your digestive system and this iron can become oxidised. This oxidised iron damages your gut cells and can cause gut irritation. People who have gut irritation from iron most commonly report constipation, followed by nausea. It is estimated that 80-90% of people who take iron tablets report side effects.

We wanted to make iron better so people could feel the benefits of iron with reduced gut irritation. In addition to causing these complaints, 30% of people who have taken iron tablets stopped taking them and were not able to get the iron they needed. For us this was simply not good enough.

How we made iron better

Working with a team of Scientists at Dublin’s premier University Trinity College Dublin we have developed a ground-breaking new method of delivering iron. This method improves absorption and reduces negative gastro-intestinal side effects.

This patented technology uses a unique whey protein complex to ensure iron is released in the small intestine where it is more readily absorbed. If iron is released in the stomach it can cause oxidative stress which can result in gut irritation and constipation.

Active Iron is clinically shown to deliver x2 better absorption than iron sulphate, which is the most commonly recommended form of iron. As well as better absorption, Active Iron helps reduces gut irritation from iron making it kind enough to take on an empty stomach.

Why is Active Iron Different?

Active Iron is Kind & Strong, its non-constipating formula helps reduce gut irritation from iron, meaning it’s kind enough to take on an empty stomach. Active Iron targets the body’s natural site of iron absorption, called DMT-1. This means it is strong on absorption and in tune with the body’s needs.


How is Active Iron different to other products

  1. Active Iron targets the right place for absorption, the DMT-1
  2. It helps protect the gut from inflammation and causes less reactive oxygen species generation
  3. Active Iron is well absorbed
  4. Other iron product dissolve in the stomach or lower intestines
  5. This can cause inflammation and reactive oxygen species in the gut
  6. Which causes them to be poorly absorbed


Active Iron Awards

In 2016 Healthcare & Lifesciences recognised our innovative iron capsules.

Pregnancy & Parenting recognised Active Iron as an award-winning iron supplement suitable for pregnancy

The Healthy Awards short-listed Active Iron in the top iron supplement category.

In 2018 Active Iron received the Bronze Award for Best Pregnancy Supplement

In 2019 the IPN awarded Active Iron & B Complex Plus for Men as the top innovation for Men’s Health available in pharmacy.



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