European market entry and supplement regulatory planning
KOMPETE CONSULTING / EUROPEAN UNION

EU Food Supplement Compliance & Market Entry

Know what needs to change before your product enters Europe.

Formula, ingredient, health claim, labelling and notification support for supplement brands entering or expanding across EU markets.

Formula & doseClaims & labelsCountry requirements
01 / THE PRACTICAL ANSWER

What do you need to sell supplements in Europe?

A launch-ready plan starts with the exact formula, the intended claims and the countries you want to reach. Those decisions shape the work that follows.

01

Check the product

Confirm the category and review ingredient identity, daily dose, manufacturing process and any relevant restrictions.

02

Check the presentation

Align the label, language, instructions and marketing claims with the product and its intended markets.

03

Check the launch route

Identify the relevant business responsibilities and national notifications before setting the final launch sequence.

Does my supplement need EFSA approval?

There is no general EFSA approval for every finished food supplement. EFSA assesses scientific questions; applicable authorisations and national procedures are separate. A new ingredient or health claim may require a specific pathway, while an ordinary supplement still needs to meet EU and national requirements.

EFSA: food supplements ↗
02 / BUDGET & LAUNCH PLANNING

How much does EU supplement compliance cost?

The useful question is what your product needs, in which markets, and what evidence is already available. We quote a defined scope so you can see what the review includes.

ProjectTypical review scopeWhat affects cost and timing
Initial market-entry assessmentFormula, intended markets, key claims and a prioritised gap listIngredient complexity, number of markets and completeness of supplier records
Label and claims reviewArtwork comments, wording review and market-specific issuesLabel versions, languages, marketing materials and revision rounds
Notification preparationMarket requirements, document assembly and agreed filing supportNational procedure, applicant arrangements and authority correspondence
Reformulation supportOptions for ingredient, dose or format changesTechnical feasibility, sensory work, supplier changes and stability needs
Novel food or new claim projectFeasibility, evidence-gap review and a separately scoped dossier programmeAvailable studies, additional testing and the applicable authorisation process

How long will it take?

We separate preparation time from supplier responses, laboratory studies, translations and authority procedures. The proposed schedule identifies dependencies and decision points so you can plan purchasing, production and artwork around the actual work.

What will the quote include?

The products and countries covered, review outputs, responsibilities, revision allowance and agreed correspondence support. Testing, specialist assessments, translation and authority fees are identified separately where relevant.

Send your product brief for a scoped quote →
03 / INTERACTIVE PROJECT GUIDE

Where should your EU review start?

Answer five questions to build a short project brief. Use it to organise a new launch, an existing product review or a response to an authority or marketplace issue.

This questionnaire organises your brief. It does not verify ingredients, determine legal classification or confirm permission to sell. Answers remain on this page until you choose to copy them.

04 / PRODUCT CLASSIFICATION

Food supplement, food, cosmetic or another route?

The format, composition, intended use and presentation all matter. A physiological effect alone does not make a product a medicine: the food supplement definition itself includes nutritional or physiological effects.

Food supplements

Concentrated sources supplied in measured dose forms to supplement the normal diet. Capsules, tablets and some measured powders or liquids can fit this category; the full product still needs assessment.

Foods and drinks

A beverage, bar or other food may have different composition and labelling requirements. A functional positioning is not a separate all-purpose regulatory category.

Novel food questions

Novel food status can apply to an ingredient used within a food or supplement. It is an additional eligibility question, not a mutually exclusive product category.

Cosmetic or medicinal boundaries

Topical cosmetic projects and products with potentially medicinal presentation need their own assessment. We identify the relevant route before proposing a supplement notification strategy.

Food Supplements Directive: definition and framework ↗
05 / FORMULA & INGREDIENT ELIGIBILITY

Can your supplement ingredients and doses be sold in the EU?

A common ingredient name is not enough for a reliable review. We work from the actual material specification and the complete recommended daily serving.

Supplement formula and ingredient specifications under review

The details we need from your supplier

  • Vitamin or mineral form, active content and dose basis
  • Botanical Latin name, plant part, extraction solvent, ratio and standardisation
  • Manufacturing process, carriers and other components of a compound ingredient
  • Specifications, certificates of analysis and contaminant information
  • Evidence supporting EU use or the relevant authorisation

A blend can contain technically important constituents that do not appear in its commercial name. Resolving those details early helps avoid a review based on the wrong ingredient.

Vitamin and mineral forms, doses and upper intake levels

Check the permitted source and the daily amount independently. EFSA upper intake levels are scientific safety references; they are not automatically legal maximum supplement doses. Applicable national requirements and any ingredient-specific restrictions still need checking.

EFSA: nutrient sources and upper levels ↗
Botanicals and other active ingredients

Review the precise material, proposed dose, claims and countries. A supplier statement that an ingredient is “EU compliant” should be supported by evidence relevant to that material and use. We identify unresolved questions and any need for specialist or authority clarification.

What happens if the current formula does not fit?

We can compare options: change the material specification, adjust the dose, remove a problematic claim, create a market-specific version or reconsider the first launch markets. Each option should also be checked for product performance, manufacturability and shelf life.

Explore formulation support →
06 / NOVEL FOOD STATUS

Does your ingredient need novel food authorisation?

A status review and a new authorisation application are different projects. Establishing which one you need can materially change the development plan.

01

Define the material

Identify source, composition, production process and proposed food uses.

02

Examine the evidence

Consider relevant consumption history, catalogue information and existing authorisations.

03

Resolve the route

Document the conclusion, identify gaps and consider formal consultation where needed.

The Novel Food Catalogue is non-binding and non-exhaustive. Absence from it does not mean an ingredient is permitted. A history of use only in supplements may also fail to support a new use in ordinary foods. Read the catalogue alongside the Union list and the exact conditions relevant to the material.

Commission: Novel Food status Catalogue ↗
When status remains uncertain

A formal consultation with the competent authority of the intended first market may be necessary. We can organise the identity and history-of-use records and scope the next evidence step. A full safety dossier should be planned separately after feasibility review.

Commission: novel food status consultation ↗
07 / HEALTH CLAIMS & COMMERCIAL COPY

Which health claims can you use in Europe?

Build the claim strategy around what the product can lawfully communicate. Review the pack, website and marketplace copy as one set of materials.

Start with the authorised claim

For an existing authorised health claim, check the constituent, conditions of use, meaning of the wording and accompanying information. A relevant clinical study is valuable evidence, but it does not independently authorise a new marketing claim.

EU Register of nutrition and health claims ↗

General wellness wording is not a workaround

General, non-specific health benefits need an accompanying authorised specific health claim under Article 10(3). Changing a disease-related statement to vague “wellness” language does not remove the need for a proper claims review.

Regulation 1924/2006: claims requirements ↗
BOTANICAL CLAIMS

“On hold” does not mean approved.

The 30 April 2025 Novel Nutriology judgment makes the relevant transitional provisions central to the assessment. We review the specific claim and proposed use rather than treating the on-hold list as blanket permission.

Court of Justice: C-386/23 ↗
Existing claims versus a new health claim application

Using an established authorised claim is a different scope from seeking authorisation for a new one. For an innovative ingredient or proprietary evidence package, begin with claim characterisation and evidence feasibility before committing to a dossier programme.

Explore claims and label review →
A consultant reviewing a European product launch plan
ONE COORDINATED PRODUCT REVIEW

Check the formula.
Shape the claims.
Then commit to the artwork.

A label correction can become a formula change. A formula change can affect taste, stability and manufacturing. We connect those decisions before they become separate problems.

Discuss your EU launch →
08 / EU SUPPLEMENT LABEL REQUIREMENTS

Make the label match the product and the market.

Translation is one part of compliance. The review also needs to connect the formula, recommended use, claims, mandatory information and available label space.

A practical artwork review covers

  • Product designation and appropriate ingredient information
  • Recommended daily portion and declared active amounts
  • Required supplement statements and applicable warnings
  • Allergen presentation and other relevant food information
  • Responsible business details, quantity and durability information
  • Target-market language requirements and legibility
  • Claims, symbols and consistency with digital marketing

Food supplements have their own nutrient declaration provisions. Do not simply copy a US Supplement Facts panel or assume the standard food nutrition table is the correct solution.

EU guidance: supplement labelling ↗
Multilingual supplement packaging and label artwork review
Multilingual labels and version control

Start with a controlled master text. Track language versions, market-specific warnings, formula revisions and the approved artwork version. We can provide a marked-up review and a list of points to resolve with the brand, translator or designer.

Selling online and on marketplaces

Review the information shown to customers before purchase as well as what arrives on the bottle. Product titles, bullets, images and testimonials can create compliance issues even where the physical label is restrained. A platform acceptance does not replace a regulatory assessment.

Food Information to Consumers Regulation ↗
09 / NATIONAL NOTIFICATIONS

Where do you need to notify a food supplement?

Requirements vary by member state. The starting point is your intended sales footprint, not a promise that one filing opens all of Europe.

Market review itemWhat we establish
Notification routeWhether notification applies, who can submit and which records are needed
Formula positionRelevant national ingredient, dose, warning and classification issues
Label versionLanguage, mandatory information and market-specific adjustments
Business arrangementsThe roles of the brand, manufacturer, importer and distributor
Launch dependenciesOutstanding documents, authority questions and decisions that must be resolved

Notification is not the same as product approval. Keep evidence supporting the product available and review changes to the formula, label or market scope. Member states may request notifications for monitoring purposes.

EFSA: responsibilities and national notification ↗

Planning Germany, France, Italy, Spain or several markets?

Give us the actual priority order. We can organise a market matrix showing what is common, what differs and what remains unresolved. That makes the decision between one shared version and multiple versions easier to assess.

Request a market-by-market assessment →
10 / BRANDS ENTERING FROM OUTSIDE THE EU

Selling a Canadian or US supplement in Europe.

An existing product provides a useful starting file. It does not remove the need to assess European ingredient, claim, label and business requirements.

What we compare

  • Existing material specifications against the intended European use
  • Current daily dose and claims against the selected market requirements
  • Artwork and online copy against the proposed EU presentation
  • Available quality records against the evidence gaps in the project

Who needs to do what?

Agree who supplies technical records, who approves artwork, who handles relevant notifications and which EU business is responsible for the food information. Under the food-information rules, where the operator under whose name the food is marketed is not established in the Union, the importer into the Union is responsible.

Regulation 1169/2011: Article 8 ↗
Worked example: an existing botanical capsule entering two markets

Illustrative scenario, not a client result. A brand has a capsule already sold in North America, an English label and an extract identified only by trade name.

First, request the botanical identity, extract process, standardisation and complete daily dose. Next, review eligibility and claims for both countries. Then prepare the label changes and notification plan. If one market requires a different approach, compare the commercial and technical implications before commissioning a second version.

Useful output: a source-backed gap list, supplier questions, artwork actions and a launch sequence with unresolved issues clearly identified.

Including the UK? Review the separate UK pathway →
11 / QUALITY, STABILITY & PACKAGING

The compliance file needs to describe the product you will actually sell.

A sound review connects supplier documentation with the finished product, its packaging and the conditions in which it will be stored and used.

Specifications & testing

Identify which supplier records and finished-product results are available, which methods are relevant, and where additional testing needs to be scoped.

Shelf life & changes

Assess the implications of ingredient, process and packaging changes for the proposed shelf life. Build the stability plan around the product and its foreseeable conditions.

Packaging documentation

Coordinate material and food-contact information with the selected packaging supplier. Identify where specialist packaging, waste or producer-responsibility advice is required.

Explore analytical testing and stability support →
12 / REGULATORY WATCH

Current requirements and future changes, kept separate.

Source check: 13 October 2026. This is a dated guidance snapshot, not an automatically updating tracker.

CURRENT POSITION

Vitamin and mineral maximum levels

EFSA's public guidance states that harmonised EU maximum and minimum levels have not been established. Check national requirements. Proposed models or dates should not be used as adopted limits.

EFSA status ↗
JUDGMENT / 30 APR 2025

Botanical health claims

Review the exact claim and whether the applicable transitional regime supports its use. An on-hold entry should not be presented as an authorisation.

Court source ↗
PHASED / FROM AUG 2026

Packaging and packaging waste

The PPWR entered into force in February 2025 and began applying in phases from 12 August 2026. Different obligations have different dates; establish which apply to your packaging and role.

Commission guidance ↗
13 / RELATED PRODUCT CATEGORIES

Launching a cosmetic alongside your supplement?

Keep the projects coordinated while giving each product its own regulatory assessment.

An EU cosmetic project involves its own Responsible Person arrangements, product information file, safety assessment and notification requirements. CPNP is the EU notification portal; it should not be described as a product approval service.

Commission: cosmetic product notification ↗

We can scope formulation, claims and documentation support and identify where a qualified safety assessor or EU-established partner is needed. The responsibilities and deliverables should be agreed before launch.

Explore cosmetics and personal care support →
14 / WORKING WITH KOMPETE

Regulatory advice connected to formulation and manufacturing.

A useful answer explains the requirement, the practical consequence and what to do next. We bring formula, evidence, artwork and production questions into the same discussion.

Market-entry assessment

A defined scope, key uncertainties and a prioritised action list for your target countries.

Formula and ingredient review

Material-specific questions, dose considerations and technically workable reformulation options.

Claims and label review

A coordinated review of the pack and customer-facing copy, with actionable comments.

Documentation and launch support

An agreed document plan, notification support where applicable and clear responsibilities for next steps.

Our process

  1. Define. Confirm the product, markets, intended claims and commercial constraints.
  2. Assess. Review records and identify requirements, evidence gaps and open questions.
  3. Resolve. Coordinate the formula, claims, label and document changes in the agreed scope.
  4. Prepare. Assemble the launch records and relevant notification materials, with responsibilities documented.
Explore Kompete project examples →
15 / GET YOUR BRIEF READY

What should you send us?

Use this checklist to organise the records you already have. Missing information can be listed as part of the initial brief.

0 of 9 items ready

This checklist is for your preparation only. It is not a compliance score and is not saved or submitted.

Open the project inquiry form →
16 / FREQUENTLY ASKED QUESTIONS

EU supplement compliance: your questions answered.

How do I sell a food supplement in the EU?

Start with the countries where you intend to sell. Assess the product category, exact ingredient specifications and daily dose, applicable restrictions, claims, label languages and responsible business arrangements. Then prepare notifications for markets that require them. An existing product should receive a gap assessment before production or artwork is committed.

Do food supplements need EFSA approval?

There is no general EFSA approval certificate for every finished supplement. EFSA provides scientific assessments in areas such as novel foods and new health claims. A product still needs to comply with EU and applicable national rules, and national notification may be required. A novel ingredient or new claim can introduce a separate authorisation pathway.

Do I have to register my supplement in every EU country?

There is no single EU-wide supplement registration. Notification requirements vary by member state. The review should identify where notification is required, the responsible applicant, documents and fees, and whether an acknowledgement has any significance for the proposed launch. Notification alone does not establish that the product is compliant.

Can I use the same formula in all 27 member states?

Possibly, but this needs checking. A common formula may be feasible, while country-specific requirements can affect dose, botanicals, warnings, claims and product presentation. We can assess a shared formula against your priority markets and identify where a different version or a narrower launch plan would be more practical.

Does an NPN or a US-market label allow sales in Europe?

No automatic EU permission follows from an NPN or a US launch. The supporting formula and quality records are useful starting material, but ingredient eligibility, claims and label requirements need an EU assessment. Existing marketing language should be reviewed alongside the pack, rather than translated without checking.

Are EFSA upper intake levels the legal supplement dose limits?

No. An upper intake level is a scientific safety reference, not automatically a maximum permitted supplement dose. Relevant national requirements and the applicable scope of the safety reference must also be considered. The status of any future harmonised EU limits should be checked when the product is reviewed.

Does an ingredient missing from the Novel Food Catalogue count as permitted?

No. The catalogue is a non-exhaustive orientation tool. An absent entry does not establish eligibility. The ingredient identity, manufacturing process, intended use, history of consumption and any existing authorisation need to be considered. Uncertainty may require a formal status consultation.

Can I use an EFSA-approved health claim on my label?

Check the authorised entry in the EU Register and its conditions of use. Match the wording and meaning to the actual constituent, dose and product. Include required accompanying information. EFSA's scientific opinion and the legal authorisation are different steps; a study or favourable opinion alone does not establish permission to use a claim.

Are botanical claims allowed while they are on hold?

Do not treat an on-hold listing as approval. The 2025 Novel Nutriology judgment reinforces the need to establish whether a relevant transitional provision applies. Review the exact claim, evidence and target-market position before using it on packaging or in advertising.

Can I put all European languages on one label?

A shared multilingual label can be practical if it meets each intended market's requirements and remains legible. We assess mandatory particulars, translations, warnings, claim wording and available space together. Additional languages do not compensate for an ineligible ingredient or an unsuitable claim.

How much does EU supplement compliance support cost?

The quote depends on the number of products and markets, ingredient complexity, available specifications, claims, label versions and filing scope. A focused label review is a different engagement from reformulation or a new novel food dossier. Fees, third-party costs and deliverables should be set out separately before work begins.

How long does an EU supplement launch review take?

Timing depends on the route and completeness of the records. Separate consultant preparation time from laboratory work, supplier responses, translations and authority procedures. We propose milestones after reviewing the brief; a routine notification and a new novel food application should never be assigned the same generic timeline.

Can you help with gummies, powders, liquids and functional foods?

Yes. We connect regulatory review with formulation questions such as daily serving, active stability, excipient selection, sensory performance and packaging. Format alone does not settle classification. A drink mix, for example, may need a different assessment from a measured-dose supplement even when it contains similar ingredients.

Does EU compliance also cover the UK?

Include the UK as a separate market in your brief. Great Britain and Northern Ireland need the appropriate route-specific assessment. Do not assume an EU ingredient authorisation, claim or label can be carried across unchanged. Our UK page explains the separate review scope.

What should I send for an initial review?

Send your intended markets, product category, complete formula per daily serving, ingredient specifications, current artwork, desired claims and launch priorities. Add existing testing, stability information and any distributor or authority correspondence. A list of missing records is useful too; the project can start by identifying those gaps.

YOUR NEXT STEP

Tell us what you want to sell.
And where you want to sell it.

Send your formula, current label and priority countries. We will help define the review your project needs.