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A new, independent search engine has launched called Vitaminology which enables the search, discovery and comparison of vitamins and supplements to empower consumers to make more informed choices and find the right products for their personal health goals and requirements. The company has set out to reduce confusion in this market through choice and high-quality information as well as access to one-to-one consultations with accredited nutritional therapists. By offering the complete package of advice, resources and products Vitaminology helps people to lead healthier lives. Mike Murphy, who is chief nutritionist for Vitaminology, comments, "This innovative platform has a powerful comparison and filtering feature that helps to simplify the choices available for consumers so they can make better self-care decisions. This is supported by access to video consultations with nutritional therapists as well as a comprehensive library of ingredient profiles, articles clustered around health conditions and unique recipes to support wellness."