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Innermost + Selfridges

31st January 2019

31st January 2019

By Catherine Hargreaves

This January we touched down in the one and only Selfridges London! Head down to the Foodhall now to pick up any of our products - we're in the power foods section. 

Selfridges

Founded in 1908, Selfridges is the pinnacle of London and the UK's trendy shopping scene. With everything from jet suits (£340,000? Say no more..) to edible insects, you can't take a visit without discovering something new (and truly necessary). 

Awarded 'World's Best Department Store' on two separate occasions, Selfridges is now a standout feature of Britain, and a leader in the luxury goods retail space. Standing proud as the UK's second largest department store, Selfridges on Oxford Street shot to success in the early twentieth century due to its leading marketing innovations, and a commitment to revolutionise the 'shopping experience' into one of pleasure just as much as necessity.

Now with four stores across London, Manchester and Birmingham, the thrill of a trip to Selfridges should certainly be pencilled in soon.

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Other Insights

The Dangers of Silica
Ever opened a sachet of hydration powder, only to have a puff of dust cloud waft up into your nostrils? You're not imagining it. Most electrolyte drinks on the market contain silica - a synthetic anti-caking agent added to keep powders dry, free-flowing, and easy to manufacture at scale. It’s one of those behind-the-scenes ingredients that doesn’t need to be there… unless your priority is speed and profit margins, not people. Let’s break this down. What is silica? Silica (aka silicon dioxide) is a compound found in sand, quartz, those little sachets that come with new shoes, and yes - in many processed foods and supplement powders. In this industry, it’s added to prevent clumping and help powders flow smoothly and zip through high-speed packaging machines. It’s not added for your health. It’s added for efficiency.  And here’s the thing: silica is not inherently dangerous when eaten in small quantities — it occurs naturally in some foods, after all. But when it’s inhaled, it’s a whole different story. Let’s talk about silicosis Silicosis is a serious lung disease caused by breathing in fine particles of silica.  Many of these powders are so bone-dry and ultrafine that you can’t help but inhale a bit when you open a sachet. And while regulators have deemed it “safe” for consumption, they’re not telling you what happens when you’re breathing that dust in day after day. We think it matters. Why it’s used anyway (and why we don’t). Silica makes life easier for big manufacturers. When a powder is dry and ultra-fine, it runs like a dream through industrial machinery. That means more sachets filled per minute, fewer machine stoppages, and higher production yields. In other words: cheaper, faster, more profitable. It’s what most brands do - especially the ones backed by big investors who demand a return on their money. That’s just the way it works. Innermost is proudly independent. Something we don’t talk about often enough is that we’re 100% self-owned. No outside investors. No pressure to cut corners to meet someone else’s margin goals. That means we get to put your health - not shareholder value - first. We created The Hydrate Blend to be 100% natural, functional, and free from synthetic fillers. No nasties. No shortcuts. And absolutely no silica. Yes, it might cost a little more than the cheapest stuff on the market - but it’s better for your body, and your lungs. Let’s call it what it is. Most people will never think twice about inhaling the powder that wafts up out of their electrolyte powder. But we do. Because we know the supplement industry loves to hide behind shortcuts and call it innovation. Loves to throw in cheap ingredients because they’re easier - not because they’re better. Loves to race to the bottom on cost while pretending they’re leading on health. That’s not us. That’s never been us. We’re not here to cut corners. We’re here to raise standards. And sometimes that means doing things the hard way - like formulating a hydration product without any silica in it, knowing full well it’ll be way harder to do. But your health is worth the effort. Read more
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