A fall in haemoglobin leads to a diagnosis of anaemia. This diagnosis has a wealth of implications both at population and individual levels, including giving those with a haemoglobin concentration below a set threshold the label of anaemia, with related consequences.1,2 In many instances, anaemia detection triggers treatment and prevention measures ranging from micronutrient supplementation to parenteral iron and, in critical circumstances, blood transfusion. Moreover, prevention and management of anaemia, particularly in children and women of reproductive age, are prioritised within the UN’s 2030 Sustainable Development Goals (SDGs), meaning policy makers and even politicians could be held to account for the high prevalence rates of anaemia.