True Clean Label

The True Clean Label is Sunday Natural’s guiding principle of purity. From raw materials to processing, all the way through to bottling, packaging and shipping, everything we do is shaped by this philosophy.

Our Motivation: True Purity and Transparency

As we are increasingly confronted with toxic contaminants in the environment, the purity of our foods, food supplements and teas has become all the more important. Supplementing our diets should compensate for deficiencies and help our bodies cope with the various stressors to which we are exposed. It follows that the food supplements themselves need to meet a high standard of purity and quality to avoid exacerbating the very issues they aim to address.

Sunday Natural was founded in 2012 with the highest level of natural purity as an essential pillar, along with the conviction that safe food supplements should be accessible to all. At the time of our inception, there were no food supplements, superfoods or teas available in Europe or the US which matched our vision of pure, high-quality supplementation with high structural diversity, so setting new standards was an essential goal for Sunday Natural from our earliest days. For us, that meant creating only the products we would personally use and confidently recommend to our friends and families.

Three principles encompass our demands for quality and purity as well as our promise to uphold these standards:
- Naturally Sourced
- Premium & Bioactive
- True Clean Label

The first two principles focus on our commitment to naturally sourced, bioactive ingredients, which honours nutrients as they naturally occur in healthy foods while acknowledging the complexity of their absorption and utilisation within the human body. However, this introduction is dedicated to the third principle, our True Clean Label, which details our promise to seek and provide the highest possible purity with the greatest possible transparency.

In addition to providing the framework for our voluntary commitment to full ingredient disclosure, even when we are not legally required to disclose them, the True Clean Label philosophy serves as the compass we use to orient all the company’s processes, considerations and innovations towards creating the cleanest possible products and most transparent labelling practices.

In disclosing the care we take in sourcing and testing our raw materials as well as our stance against additives and fillers, we have analysed our entire supply chain, from sourcing, manufacturing, processing, transportation, bottling and packaging to storage and final delivery. Last but not least, we believe that a high-quality product is a reflection of fair working conditions and intentional business relationships with our farmers and producers.

Orienting Every Concept and Process Towards The Philosophy Of Purity

From the very start, we have pursued the ideal of achieving the highest level of purity in every process – from the cultivation of each raw material to the packaging of the finished product. This includes:

- Sourcing only the best raw materials from around the world (always directly from the producer)
- Meticulously developing custom-made and highly pure active ingredients when otherwise not available
- Extracting phytonutrients from pesticide-free botanicals via pure, solvent-free extraction processes using only water and/or food-grade alcohol
- Significantly reducing the use of excipients, fillers and unnecessary additives
- Transparently declaring all ingredients
- Using pure, vegan capsule shells without carrageenans or PEG
- Storing finished products in non-toxic packaging and containers

Scrutinising every aspect of the creation of our products is a continuous and never-ending process. Different types of products present the opportunity to begin this process anew and discover complex or previously unknown considerations – sometimes serendipitously.

Our fundamental goal is to perpetually improve. Through our collaboration with health professionals and experts in the food and supplements field, by working closely with manufacturers, by opting for extensive lab analyses and by drawing upon scientific studies, we constantly expand our expertise and integrate our learnings back into our products. We systematically scrutinise overlooked areas of the extremely complex world of suppliers and production to expose, and ultimately disqualify, hidden ingredients, questionable excipients and consumables, unsuitable packaging materials, toxins and unnecessary fillers.

Innovation, particularly through new materials and production processes, alongside developing customised requirements for manufacturers, is at the heart of what we do. The growing scale of our company, and with it, the increasing influence we have on our suppliers, allows us to innovate while also absorbing the high costs of independent laboratory testing, extensive research and custom production. Ensuring the quality and purity of our products is an endless learning process and involves both the willingness to make permanent changes and take on their associated costs.

Given the broadening diversity of toxins and questionable materials in the modern world, it is unrealistic to assume that a company in the food supplement industry can ever rest on its laurels.

It is important to us that employees across every department adopt a general mindset of always striving to optimise an already premium product or efficient process. This mindset is embedded in the entire company culture in order to identify issues and foster a strong commitment to solving even seemingly minor problems.

Instead of hiding them from customers, Sunday aims to articulate existing market inadequacies and leverage our growing influence to drive improvements at every level.

Passion For Holistic Health

Our philosophy of authenticity, purity and quality is inseparable from our passion for holistic health. We owe the scrupulous and consistent application of this philosophy to the Sunday Natural team, composed of devoted individuals from more than 35 countries, and their unwavering commitment to our True Clean Label.