Simplifying the complex: Navigating food supplement regulations for a compliant product launch

To kick off the relationship, Ashbury joined forces with their team to check the formulation and artwork of their food supplement products for compliance before they went to market. This was a smart move by MakeWell as Ashbury always encourage clients to consider compliance as early as possible in the development process to save time, and money, down the line.

MakeWell’s team worked closely with Ashbury’s Senior Advisors to complete checks on 17 health supplement products. To keep things simple, Ashbury prioritised the products based on launch date so deadlines could be met.

A common issue faced by innovators in this space is the naming of products. In this project, the product ‘GI Repair’ proved challenging as the name could suggest the supplement may cure or reverse gut related health issues. This would classify it as an unauthorised health claim and could see it regulated as a medicine instead of a food supplement – two very different regulatory frameworks and a recognised grey area in the industry.

By collaborating closely to share ideas for compliant product names, Ashbury reached a solution, and MakeWell settled on “G.I. Support Complex” which still communicates the purpose of their supplement, whilst removing the risk of noncompliance.

Consistent communication is important in ensuring these projects are completed on time and in full. Ashbury spoke regularly with MakeWell who were very helpful in sourcing additional information from manufacturers required for our advisor to validate the legality of ingredients in their formulation. One of the ingredients Ashbury had difficulty verifying was the use of “Myrrh” , but on receiving the Latin name of the ingredient, our advisor could then verify that it is permitted for use in food supplements in the UK.

Ashbury summarised the findings from the reports into clear bullet points, so there were practical next steps for their team to follow.

After receiving the report, Ashbury worked with MakeWell to answer any follow up questions in a timely manner, offering clarifications on our feedback.