THE BOUNDARY
A product formulated to support protein adequacy and micronutrient sufficiency during reduced caloric intake is a supplement. A product positioned around a named therapy, its effects, its side effects, or improving how it works, is making a drug-related claim in every market we operate in. The formula is rarely the problem. The positioning is.
WHAT THE CATEGORY ACTUALLY NEEDS
01
Lean mass support
Protein quantity, quality and leucine threshold at intakes well below normal, in a format someone with reduced appetite will actually finish.
02
Micronutrient sufficiency
Reduced intake compresses the margin on every micronutrient at once. Which ones matter, at what levels, and how they interact with reduced gastric emptying.
03
Digestive tolerance
Fibre type and load, osmotic behaviour, and formats that do not compound nausea or early satiety.
04
Hydration and electrolytes
Reduced intake reduces fluid and electrolyte intake alongside it. The concentration that works for an athlete is not the concentration that works here.
WHAT WE DO
Formula and claim boundary together.
Category and white space assessment.
Formulation to the nutritional requirement rather than the marketing concept.
Format and sensory development for reduced appetite.
Claim boundary definition per market, stated as what can and cannot be said.
Substantiation mapping for the claims retained.
Label and pathway for Canada and the United States.
Review of consumer-facing copy, listing content and any healthcare professional material.
A NOTE ON POSITIONING
We do not develop products positioned as treating side effects, replacing medical care, enhancing a therapy, or as an alternative to one. That is not caution, it is the line between a supplement and a drug, and brands that cross it lose the product rather than the claim.
Send us the concept, the intended format and the markets. We will define the formula requirement and the claim boundary side by side.