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HiFeed: Biofortifying the Future.

Hello! We are HiFeed, a start-up specialising in iron biofortification based at the John Innes Centre. Iron is the world’s most common micronutrient deficiency and iron-deficiency anaemia impacts people worldwide. We have created a survey to explore how you perceive iron deficiency and iron supplementation to inform the design of our iron-rich products.

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* 1. What is your sex?

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* 2. What is your age range?

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* 3. What best describes your diet?

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* 4. Do you worry about your iron intake?

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* 5. Do you, or have you previously, taken iron supplements?

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* 6. If you have taken iron supplements, how would you describe your experience?

Positive experience (would use again) No benefit Negative experience (unwanted side effects, would not use again)

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* 7. What do you value most when choosing a supplement? (1 = value most, 6 = value least)

  1. Taste & smell
  2. Ease of consumption
  3. Value for money
  4. Effectiveness in treating symptoms
  5. Environmental impact
  6. Suitable for vegans
  7. No side effects

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* 8. How do you like to take your supplements? (1 = favourite, 5 = least favourite)

  1. Sachet to add to food/drink
  2. Capsule
  3. Gummy
  4. Liquid
  5. Gel pouch
We want to understand how much people know about iron supplements currently on the market. Rate how familiar you are with the following iron supplement brands.

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* 9. Floradix

Never heard of the brand Somewhat familiar Purchase regularly

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* 10. Ultimine Iron

Never heard of the brand Somewhat familiar Purchase regularly

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* 11. Feroglobin

Never heard of the brand Somewhat familiar Purchase regularly

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* 12. Viridian

Never heard of the brand Somewhat familiar Purchase regularly

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* 13. Terranova

Never heard of the brand Somewhat familiar Purchase regularly

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* 14. If you have used any other brands/styles of iron supplements, please specify below:

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* 15. Do you have any further supplement preferences that have not been defined in this questionnaire?

We would like to run a focus group to understand your views on iron supplementation. We hope to apply your feedback to the design of our high-iron products, to ensure we tackle iron-deficiency in a way that suits your needs and preferences.
Thank you for contributing to our survey, the HiFeed team :)