Wojo is a line of single-use, portable liquid supplements seeking crowd funding on Indiegogo. These are designed to be squeezed into other beverages, without altering the taste too much. Are they going to change the supplement marketplace, or is it just a marketing gimmick?
While the idea of liquid supplements has some merit, I am struggling to find the benefits of what they are actually proposing. Here’s the thinking behind it:
By utilizing a unique liquid packaging form, we can access the benefits of daily vitamins without the side effects of tablets, which can be slow to absorb, hard to take, and inconvenient to fit into our busy lives.
As someone who takes tablets like it’s an Olympic sport, I can’t say that they are a major stumbling block. Both tablets and these liquid supplements still require a drink to be taken… the only difference is that you need a spoon to stir in a Wojo sachet presumably! I think that they are trying to invent a problem to solve.
Wojo B vitamins
These aren’t a multi-vitamin replacement, they are a B vitamin complex replacement (i.e. one pill). Each sachet contains Vitamins B1 (Thiamin), B3 (Niacin), B5 (Pantothenic Acid), B6 (Pyridoxine), B7 (Biotin) and B12 (Cyanocobalamin). If you know your vitamins you will realise that they are actually missing B2 (Riboflavin) and B9 (Folate).
What’s worse is that, on their own site, they state as a selling point:
Vitamin B is one of the first vitamins groups to become depleted when we are under stress.
Thanks for not quite fixing that problem then. Consumers using these products are likely to think that they have their B vitamins covered, unaware of two glaring omissions that Wojo think are at risk of being depleted.
What’s more, the quantities of each are somewhat lacking when we compare them to a dedicated B complex supplement, such as that from the Life Extension Foundation.
On top of the incomplete B complex, they add a small selection of other ingredients, depending upon which ‘flavour’ you prefer.
For example, the Focus option (shown above) provides some caffeine, green tea extract, Ginkgo biloba, American Ginseng Extract and citicoline. These are provided in very small doses though. 5mg of caffeine? That’s about the same as in a decaf coffee (really!). A normal coffee has 100-200 mg of caffeine. Is there any point in having it in there?
Fat soluble vitamins
If you are taking the ‘Sun’ option to provide 1000 IU of vitamin D, you might be somewhat surprised to find how little of that will probably me absorbed. Vitamin D is fat soluble, so unless you are taking it in your butter coffee or with your main meal, much of that will never reach your blood.
This is the inherent problem with any fat-soluble vitamins that they might add in the future; they aren’t really suitable to be taken just with liquids. There is an option to mix it with food, but this appears to be generally discouraged:
Because wojo is liquid, it’s more rapidly absorbed into the blood stream. Drinking wojo quickly on an empty stomach can accelerate this absorption even more.
If Wojo was a proper multivitamin, then it might be a reasonable product for some people. However, you are still going to need to look at your vitamin intake from other sources, including the traditional tablet supplements, so these sachets don’t actually fix the one ‘problem’ they set out to solve.
Nor can they really be recommended as a B vitamin complex, since they are missing two. They could even prove to be a bad idea, since taking the sachets would leave you with a reasonable coverage of six B vitamins, but a potential insufficiency in two others that consumers are unlikely to be aware of. It’s a false nutritional security.
As far as I can see, the other ingredients are also in such small doses that they are unlikely to have any noticeable effect.
I would classify these as a vanity product, rather than a health supplement.
I do really like the packaging though.