Key Considerations When Developing a Functional Food Product

Functional foods offer a powerful way to stand out in a crowded market—but success takes more than adding a trendy ingredient to your label. Here are three essential things every brand must consider before launching a functional food product:
1. Evidence-Based Claims
Consumers are savvy. Health claims must be backed by credible research and meet regulatory standards. Whether it’s a gut health benefit or hormone support, you’ll need proof that your ingredients deliver as promised.
2. Regulatory Compliance
In New Zealand and Australia, the FSANZ Food Standards Code sets strict guidelines around nutrition content claims and health claims. Navigating these regulations correctly ensures your product stays on the shelf—and out of trouble.
3. Product Formulation & Sensory Appeal
Function means nothing without flavour and texture. Functional foods must be effective AND enjoyable to eat or drink. Balancing taste, bioavailability, and shelf life is where great product development comes in.
At FoodDNA, we work with supplement and nutraceutical businesses to bring functional foods to life—strategically and scientifically. From selecting the right functional ingredients to developing claims and navigating compliance, we help you create products that work and sell.
Want to build a functional food brand that consumers trust—and keep coming back to? Let’s talk.