Derived from vita, the Latin for life, and amine, from a (mistaken) belief about the chemical nature of the organic compounds involved, vitamine was coined by Casimir Funk in 1912, after the discovery that “preventive substances” were crucial in averting beri-beri and pellagra. By 1915, vitamines were also known to be important in promoting normal growth. In 1920, following the suggestion of jack Drummond, the final “e” was dropped to disassociated them from amines or derivatives of ammonia. Drummond also suggested that vitamins be named by letters. Later biochemical refinement led to the separation of vitamin B into numbered categories. Most of the known vitamins were identified between 1920 and 1940, and recognition fo their role was a critical component of the “Newer Knowledge of Nutrition”, derived from E V McCollum's 1918 book, which became established among western public-health practitioners and researchers. Academic nutritin scientists proved enthusiastic popularisers fo their subject, and the word vitamin quickly entered common use. In the 1920s, for example British oyster merchants were already advertising the health benefits of oysters, on the grounds that they were rich in vitamins, Vitamins provided a new definition of good food, and one that was generally accepted by consumers. Food manufacturers began to make use of nutrition science to market their products. Margarine and baby milk were the first foods to be widely sold with added vitamins. By World War ll, “vitaminized” foods and vitamin content of foodstuffs had become a common advertising poly. Cadbury advertised Vitamin D in chocolate; Heinz, vitamin C in tomato ketchup; and Glaxo, “the Sunshine Vitamin” in Sunshine Glaxo baby milk popular recognition of vitamins as a health benefit became entrenched, and awareness of their importance contiuued to grow along with health consciousness in the later 20th century. Indeed, the assertion by Nobel Prize winning biochemist Linus Pauling that generous consumption of vitamin C would prevent the common cold rapidly acquired myhic popular status. His late assertion that such consumption would prevent a range of ills including cancer was rather less influential. By the 1970s, Vitamins had received so much publicity as an essential factor for healthy living that nutrition scientists worried that the health hazards of excess consumption of at least some of them had been forgotten. As the healthy living bonanza gathers pace in the 21st century in developed countries, that warning remains pertinent but widely disregarded.