A quick scan of a quality supplement ingredient panel will likely reveal at least one branded ingredient listed among the standard rundown of vitamins, minerals or botanicals. In their most basic form, branded ingredients are trademarked-protected ingredients or ingredient blends that lend premium panache to dietary supplement formulations because they are backed by clinical research proving their efficacy.
Here are the top reasons why products boasting branded ingredients can add value to your supplements aisle—and how to make the most of these products in your store.
Branded ingredients make it easy for a consumer to learn more about the science behind the specific ingredient used in the making of the final product. Often the branded ingredient offers science and education to support the effectiveness of the ingredient, which serves to ultimately support the finished product.
Ask your manufacturer partners for clinical studies that have been provided by the branded ingredient manufacturer. This can support the exact ingredient at specific doses to underscore the claims made by the finished product.
Branded ingredients are often manufactured to higher quality standards than generic product. However, it is the responsibility of the brand manufacturer to assess the quality of the ingredient supplier regardless of the offering of a supportive trademark. The takeaway: Always request additional information from the brands you work with, whether they use branded ingredients or not.
Trust and education
This is an important element in the relationship between the branded ingredient manufacturer and the finished product manufacturer because when it comes to branded ingredients, there is an inherent risk of potential material shortage or high pricing.
Plus, branded ingredient manufacturers have the right and responsibility to protect the trademark to insure companies that use the ingredient mark do so with the actual ingredient at clinically proven doses.
As a retailer, work with manufacturers that use branded ingredients to develop a consumer message that supports the claims presented. Also leverage manufacturers’ promotional activities across a broad range of mediums including websites, social media, webinars, podcasts and detailed product pages to support the branded ingredient.
More consumers now look beyond the trademark and investigate the differences associated with the branded ingredient. These communication efforts help provide consumers with a deeper understanding of the importance of branded ingredients.
About Sponsor Doctor’s Best
Doctor’s Best carries over 50 branded ingredients in the product line, all at clinically proven doses and the trademarked ingredient is displayed on the front of the bottle as opposed to being relegated to a small portion of the back label.
QR code technology on Doctor’s Best packaging helps promote understanding within the retail environment. Using a mobile device, you and your customers can simply scan the code on the label and is taken not to a generic website as is typically done, but directly to a website about the product itself, including factual information about the ingredient, its benefits, and published scientific research. This approach is an extension of our label yet has enabled us to convey so much more about our products than a traditional label ever could.