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Functional foods.
Better-for-you food carrying a functional benefit — where the line between a food and a supplement decides every requirement that follows.
What's different here
Four things that decide a launch in this category.
Classification decides everything
Whether your product is a conventional food or a dietary supplement is determined by composition, form and how it is represented — not by what you call it. Get it wrong and the entire regulatory pathway changes.
Ingredient status is the gate
Substances added to conventional food face a different standard than dietary ingredients. An ingredient that is unremarkable in a capsule may not be permitted in a bar.
Nutrition Facts, not Supplement Facts
Different panel, different format, different rules. Artwork built around a supplement panel usually cannot accommodate the switch.
Shelf life is a retail requirement
Grocery buyers ask early. Formulations that work at home sometimes cannot survive U.S. distribution timelines and warehouse conditions.
How we help
What an engagement covers in this category.
Market entry & compliance
Classification, labeling, registration and import, closed before production.
Explore →Retail distribution & buyers
Buyer meetings, distributor activation and account management.
Explore →Logistics & warehousing
One inventory position serving both retail and direct-to-consumer.
Explore →U.S. Market Assessment — $3,500
Find out what America would actually take.
Send us your product and your numbers. We come back with a written assessment of what entering U.S. retail would require and what it would realistically return.