Need a custom supplement reformulation for new regulations and market needs?


The challenge

The market-leading position of a client’s product range was suddenly at stake due to changes in the Claims Regulation set by the European Food Safety Authority (EFSA). The new requirements would severely restrict the number of health and nutrition benefits that could be claimed for products based on their ingredients and indication. This could have a huge impact on the market positioning of products, negatively affecting sales and consumers’ perception, which is why the client needed a new custom supplement formulation.

SFI Health solution

We began with a thorough examination of available retail data to ensure the right solution would synchronise with the product’s broader marketing challenges and opportunities. We then conducted a careful evaluation of alternative active ingredients that would allow us to properly reformulate the custom supplement line with benefit claims in line with the EFSA regulation, and that would continue to have the same benefits that loyal customers knew.

The outcome

Our solution to proceed with a data-driven, market-informed custom supplement formulation, complemented by our end-to-end management through the EFSA re-registration process, ensured our client’s product achieved full EFSA compliance, without the expense of having to change the manufacturing process. Reflecting our big-picture perspective, and with our experience as a supplement formulation company, our solution also helped the client avoid sales disruptions across 20+ national markets, while the new formulation made it possible for the range to enter new markets, which grew the overall scale of their sales by an unprecedented 12%.

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