Supplements vs. Functional Foods—Which Path Is Right for Your Brand?
If you’re entering the wellness space, should you launch a supplement or a functional food? The answer lies in your brand’s goals—and your customer’s lifestyle.
Supplements offer potency, precision dosing, and a regulatory path with therapeutic claims (under TGA in Australia).
Functional foods deliver health benefits through everyday eating, offering mass-market appeal and a natural brand image.
Key questions to ask:
Do your consumers want convenience or habit-based health support?
Is your science strong enough for a health claim—or better expressed as “nutrition with benefits”?
Are you ready to navigate TGA vs. FSANZ?
EAt FoodDNA, we help businesses define the best format, based on science, compliance, and commercial opportunity.
You don’t have to choose one or the other—you just have to start with a strategy.
