450+ of you joined us in person
1M+ people reached online
3 standout evening events
And thousands of real conversations about transparency, outdated practices, and what better health should actually look like.
What a week.
Earlier this month, we opened the doors to our STOP THE SCAM pop-up in Shoreditch, a bold, immersive space designed to challenge an industry stuck in the past, put honesty back at the centre of vitamins and bring you, our community, together in real life.
For one week, Tonic took over the heart of East London. What unfolded was a powerful mix of thoughtful conversation and immersive events, a space that invited people to rethink what they’ve always been told and to look closer at the vitamins they take every single day.
From the moment we opened our doors in Shoreditch, STOP THE SCAM became more than just a pop-up. It became a movement. It was a rallying point for people ready to expect more from their health, questions were welcomed and the conversation around vitamins finally felt honest.
CHALLENGING AN INDUSTRY STUCK IN THE PAST: THE CLAIMS OFFICE
A theatrical plunge into the bureaucratic nightmare of the vitamin industry stuck in the '80s.
The Claims Office was an immersive experience exposing the outdated regulations and questionable marketing claims that continue to shape today’s supplement space.
Complete with our very own Claims Officer, the installation walked guests through the red tape, exposed the inconsistencies and invited everyone to take a closer look at the claims hiding in plain sight on everyday vitamin labels and rethink what’s really behind the labels they trust.
Attendees could file a claim for the sugar-filled, overpriced or confusing vitamins they'd wasted money on, dropping them into amnesty bins and get compensated with properly dosed vitamins, without the junk.
Bold. Satirical. Unapologetic.
It was tongue-in-cheek. And it made one thing clear: the system needs a shake-up.
THE TONIC BAR
Vitamins are stuck in the past. Tonic isn’t.
If The Claims Office exposed the problem, The Tonic Bar showed the solution.
A bold, high-impact space that brought the Tonic brand to life visually, The Tonic Bar became a hub for conversation, connection and content. Striking shelving, impactful branded moments invited guests to explore, ask questions and get hands-on with the products.
With thousands of taste tests and samples shared across the week, brand education became immersive, tangible and genuinely engaging.
This wasn’t just about vitamins on a shelf. It was about giving people clarity and confidence in the vitamins they’re choosing to take and why.
EVENING EVENTS
As day turned to evening, the space evolved.
Across the week, we hosted three standout events: a live podcast recording, an investor evening and a book launch. Each brought together founders, creators, partners and supporters to explore the bigger mission behind STOP THE SCAM.
THE GOOD, THE BAD AND THE HEALTHY BOOK LAUNCH
One of the standout moments of the week was the launch of Sunna’s Sunday Times Best Selling book, The Good, The Bad and The Healthy.
The evening brought our community together for a candid, thought-provoking conversation led by Tonic’s resident Head of Nutrition, Natalie Louise Burrows. In discussion with Sunna, she explored the realities of modern wellness, the myths that still dominate the industry, and the principles behind building a healthier, more transparent future.
It was honest, insightful and refreshingly direct, a live extension of the book’s no-nonsense approach. Guests had the opportunity to meet both Sunna and Natalie, get their copies signed, and continue the conversation long after the discussion wrapped.
A celebration not just of a bestselling book, but of a movement demanding better from wellness.
THE LIVE PODCAST: THE UNPROCESSED TRUTH
We also hosted a live recording of The Unprocessed Truth podcast, and it was one of the most talked-about evenings of the week.
Recorded in front of a packed audience, Sunna was joined by a powerhouse panel: Dr Nutrition Scientist - Emily Prpa PhD, Model and Best Selling Author - Chris Baber and Specialist Dietician - Nichola Ludlam-Raine BSc PGDip MSc RD. Together, they unpacked The Wellness Scam: the truth about what actually works, cutting through fads, fear-mongering and marketing noise with an honest, evidence-led discussion.
It was unfiltered, entertaining and refreshingly direct. No vague promises. No wellness fluff. Just a candid conversation about what genuinely matters when it comes to nutrition and supplements.
Another reminder that when you strip back the hype, the truth speaks for itself.
These evenings went deeper into the realities of the industry, the future of transparency and what it takes to build a health brand that truly puts people first.
The energy in the room? Honest, ambitious and unapologetically disruptive.
A BRAND MOMENT
STOP THE SCAM wasn’t just about showcasing Tonic; it was about creating an experience that brought our REAL HEALTH. REAL TALK. mission to life.
From the first guests through to the final conversations at the end of each day, the space was filled with curiosity, challenge and connection. Seeing our community show up, engage and support the mission meant everything to us.
This was our first event of its kind. It won’t be the last. There is so much more to come.
Thank you to everyone who showed up and supported Tonic.
VITAMINS ARE STUCK IN THE PAST. TONIC ISN’T.
Team Tonic
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