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Supplement delivery can be fun, but it must be legal

It’s fun to think of all the ways people could get their nutrients, but brands must ensure products stay ‘supplements,’ as defined in the regulations, or they may face legal consequences.

Gummies with 74.9% growth in 2021 have more market share than pills, according to new research from the Nutrition Business Journal. As consumers look beyond capsules and tablets to innovative ways for their get their nutrients, supplement brands may want to experiment with new delivery forms, such as gummies, shots or chewables. However, brands should not market that cool new format without consulting the regulations. Supplements must be nutrients a consumer eats that supplements their diet, explains Ivan Wasserman, managing partner, Amin Talati Wasserman. He added supplements cannot be represented as foods.

In this video interview with Sandy Almendarez, senior content director, Informa Markets, Wasserman:

  • Outlines what is and is not a supplement.
  • Notes the importance of marketing claims when it comes to the definition of supplement.
  • Discusses the consequences a brand can face if it sells a product illegally called a supplement.

Wasserman will be speaking more about legal supplement delivery forms in the SupplySide East education session, “Dietary supplement delivery forms for future growth,” on Tuesday, April 12, 12:30 to 1:30 p.m. at the Meadowlands Exposition Center in Secaucus, New Jersey. Learn more and register here.

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