Formed in 2023 by patient organisations and healthcare professionals, the not-for-profit alliance aims to give people affected by B12 deficiency a stronger collective voice.
At a House of Commons reception in Westminster next month, the alliance will bring together parliamentarians, clinicians and patient advocates to discuss ongoing challenges surrounding the condition.
Dr Harry Jarrett, director of science and research at UK supplement brand Heights and member of the B-12 Alliance group, said the event will serve to highlight that B12 deficiency is a public health issue that needs to be tackled from all angles.
“The event is a reminder that the credible path for industry runs alongside clinicians, patient groups and academics,” Jarrett told NutraIngredients.
A recent study from Heights found that 34% of apparently healthy adults were deficient in vitamin B12. The 12-week trial, conducted with the Functional Gut Clinic and King’s College London, also found that participants taking Heights’ Vitals multivitamin increased their active B12 levels by 25%, alongside improvements in other nutrient biomarkers.
B12 awareness gap persists in the UK
People following plant-based diets, older adults and those taking long-term medications such as metformin or acid-suppressing drugs are the most at risk of deficiency, Jarrett noted.
“Targeting these groups, improving their vitamin B12 levels could have real-world impact,” he said.
B12 deficiency remains poorly understood and diagnosed in the UK for multiple reasons. It can cause non-specific symptoms such as fatigue, brain fog, low mood, memory problems and tingling, all of which can be put down to stress, ageing or ‘a dozen other conditions long before anyone thinks to check B12’, Jarrett said.
Furthermore, standard B12 testing has limitations and may not always reflect a person’s true status; plus, the condition spans several medical specialities, making it easy to overlook.
“We now have clear National Institute for Health and Care Excellence guidance, which is a real step forward, but guidance only helps once awareness catches up with it, and that is the gap we are still closing and the aim of this important parliamentary event,” he said.
Industry urged to improve consumer awareness
There is a real opportunity for B12 supplementation and fortified foods to support prevention, Jarrett noted, particularly among at-risk groups.
“The prevention case isn’t only theoretical either: a well-formulated, trusted supplement can measurably improve people’s B12 status, which is something we’ve seen in our own trial,” Jarrett noted.
However, he stressed that clear and honest communication is essential. Supplementation and fortification can help address dietary insufficiency and support prevention, but should not be positioned as a substitute for medical treatment.
“We could do a far better job of explaining who is actually at risk and what the early signs look like, without tipping into scaremongering,” Jarrett said. “Labeling could be much clearer on the different forms of B12, sensible doses and who genuinely benefits.”
Keeping that distinction clear is important for the supplements industry, as it builds consumer trust, avoids over-claiming and allows the sector to make a credible case for supplementation where it can genuinely support dietary needs and prevention, Jarrett argued.
“For the industry, there is a clear and legitimate role, provided we play it responsibly,” Jarrett said. “We can help raise awareness, support earlier identification and signpost people towards testing and clinical care rather than around it. Where we add the most value is by leading on evidence.”
