Implementing an effective clean label strategy for food supplements
In recent years, consumers have started to pay greater attention to what is in their food, where it comes from and how it is made. Their scrutiny is increasingly being extended to the food supplements arena as more consumers begin to take supplements as part of their regular regimens
As this culture of “label scrutiny” emerges, the food supplement industry is responding by launching a variety of new products featuring clean label claims, which highlight their vegetal origin and “free-from” ingredients. Yet to fully capitalize on this trend and meet new regulatory requirements, food supplement companies will need to introduce more tailored clean label strategies.
First, these companies will need to develop robust understanding of the specific claims that drive consumer demand. Second, they will need to adapt to the changing regulatory environment in ways that also support and promote their business goals. Third, these companies will need to adopt dosage forms that support their clean label objectives.
By implementing these steps, food supplement companies will be able to create customized clean label strategies that deliver the best possible results for each of their products.
This article is available in full in the Summer 2015 issue of Nutraceuticals Now