Launching the Prime Fifty range of food supplements

EU Nutrition and Health Claims Regulations detailing what you can tell consumers about the health benefits of foods, and how you can say it, are notorious for their complexity. Max Gowland from Prime Fifty needed support for his new range of supplements intended for the over fifties to ensure the benefits were clearly communicated whilst staying within the law.

The challenge

As a new enterprise, entirely self funded, Max needed to make sure he got his packaging right first time. His extensive research had confirmed the key constituents to include in the formulations to provide the nutritional support that over-50’s needed, now he wanted to communicate this with impact and within the law. With interest in stocking his new brand from major retail chains he knew he could expect close scrutiny

What we did

An initial meeting to understand the range and the market for them led to a report detailing the claims possible within EU law for each of the constituents in each product. Our expert team then supported in refining these and approving the final packaging for detailed compliance with claims legislation, and also with general labelling rules for food supplements.


"Sun Branding is able to decipher the legal complexities of the health and nutrition claim minefield and genuinely help their client reach a point where their health and nutrition claims not only are legally watertight, but also make sense to the consumer too."