Your model determines everything - cash needs, legal complexity, speed to launch, and margin structure. Pick wisely.
| Model | Speed | Cost | Differentiation | Risk |
|---|---|---|---|---|
| White label | Fast | £5k–£20k | Low | Low |
| Custom formulation | Slow | £25k–£50k+ | High | High |
| Hybrid | Medium | £25k–£50k | Medium | Medium |
← Scroll horizontally to see all columns
Use a manufacturer's existing formulas under your brand.
First-time founders, budgets under ~£20k, fast entry, learning the category.
Quick set-up, low MOQs, simpler QA/claims review.
Me-too products, price pressure, limited control of formula/sourcing.
Beginner tip: Nail positioning, packaging, and reviews before dreaming about "unique blends."
Design unique ingredients/dosages and own the profile.
Experienced operators with capital (£50k+), clear gap analysis.
Moat via IP/differentiation, control of quality and supply.
6–18 month timelines, heavier stability/testing, stricter claims substantiation.
Warning: Don't start here without demand proof and cash. Development + stability + MOQs can swallow £50–£100k before first sale.
Start with white label to validate, then layer in custom SKUs.
Risk-aware builders who want traction, data, and audience before heavy R&D.
Mixed ops (different lead times/specs), message consistency, phasing.
Founder tip: Don't move to custom until repeat purchase, CAC/LTV, and genuine review signals say "go."
Build evidence before inventory. Treat this like an experiment, not a hunch.
Rule: If you can't cite it, don't state it as fact. Use reputable sources (gov.uk, NHS, trade data).
Keep it short. Make decisions for the next 90–180 days and model the money.
Who does what (Great Britain)
Food supplements are regulated as foods; enforcement by local authorities with the FSA providing guidance. Register as a food business with your local authority at least 28 days before trading.
Use only claims on the Great Britain Nutrition & Health Claims (NHC) Register and meet conditions of use.
Ads must stick to authorised wording (flexing allowed only if meaning doesn't change) and general claims must be accompanied by a specific authorised claim.
If you imply prevention/treatment/cure of disease, you've crossed into medicine - different rules entirely.
When conditions are met and the nutrient is named:
Use authorised phrasing or a faithful flex; don't exaggerate "normal" into "improves/increases."
Including supplements:
If an ingredient wasn't consumed significantly before 15 May 1997, it's likely novel and needs FSA authorisation before sale. CBD products remain novel and require authorisation to be lawfully marketed.
Cash flow - not competitors - kills most launches. Treat ranges below as planning baselines; validate yours.
Higher margins (40–60%), direct data, but demands strong creative and media execution.
Credibility and reach; lower margins (20–35%), buyer timelines, must show velocity.
Launch D2C → build proof (LTV, reviews, velocity) → pitch retail → expand.
Expect 25–40% of revenue into customer acquisition in early months. CAC usually starts painful and improves with creative/message/product-market fit.
Goals: 50–100 customers; tight feedback loops.
Do: Price & message A/B tests, ops rehearsal, <24h CS replies, build review base.
Signals: 4.5★+ rating, positive contribution margin, ≥15% repeat by day-45 cohort.
You've got the roadmap. Execution wins.
Additional notes: Novel foods (1997 cut-off; CBD remains novel), Seasonal planning note (Vitamin D 10 µg Oct–Mar guidance), BRCGS Food Safety Issue 9 (GFSI-recognised)