The most important and less common things about eco-friendly products like this is their effectiveness. I'm glad that this product stands true to its advertisement for me :) It's been just more than a week I'm using this and my knuckling noise knees are already better! Highly recommended for good bone health in this fast-moving world where we get very less time to exercise or pay attention on our regular nutrition through diet. Thank you OZhiva and looking forward to more :)