John Rushton

Why I Founded Vegums

As a practising community pharmacist, I kept seeing the same pattern. Vegan patients would present with the same constellation of symptoms: persistent fatigue, difficulty concentrating, heavy periods, hair shedding, cold hands and feet. The cause, more often than not, was preventable nutritional deficiency: iron, B12, omega-3. The nutrients most commonly depleted in plant-based diets, and the ones that standard supplement options handled worst.

Ferrous sulphate, the most commonly prescribed iron supplement, causes stomach cramps and constipation in up to 70% of patients. B12 supplements were either poorly formulated or enormous tablets that nobody actually wanted to take. Plant-based omega-3 options were still defaulting to flaxseed oil, which converts to usable DHA at less than 4% efficiency. The market had not kept up with the evidence.

Vegums was built to close that gap. Not supplements as an afterthought, but properly formulated, evidence-based products that people would actually enjoy taking consistently. The gummy format was a deliberate choice: compliance matters more than theoretical potency. A supplement taken every day outperforms a better one taken occasionally.

Clinical Background

My background is in community pharmacy with a specialisation in clinical nutrition. I hold an MPharm degree and am registered with the General Pharmaceutical Council (GPhC). I have spent years working directly with patients on medication management, nutritional counselling, and preventive health, which shapes how I approach every product decision at Vegums.

When we choose a form of iron, it is not a marketing decision — it is the same clinical reasoning I would apply when advising a patient. When we set a dosage, it is against UK NRVs and the published evidence, not an arbitrary number that fits a price point. That standard applies to every ingredient in every product.

Clinical Focus Areas