 Let me ask you a question. How do you feel about genetically modified ingredients? Don't like them. Artificial flavors and colors? No thanks. Clean ingredients. Now that I like. When you care about what's in things and what's not, shouldn't your vitamins be clean too? Sundown vitamins are all clean all the time. Non-GMO, free of gluten and dairy, with colors and flavors from real food. We even have USDA certified Sundown organics.