Health buyers no longer fall for claims: they check — on Google, on ChatGPT, with their pharmacist. A brand that doesn't carry its science loses trust before the conversion.
You've seen them. They're no longer marginal risks — they're the new market norm.
"Wellbeing," "energy," "immunity" get requalified or suspended. EFSA Article 13.5 compliance demands a tenable scientific dossier, not a marketing promise. An unsourced statement on packaging = a regulator's letter within six months.
An informed buyer compares your site to consumer watchdog magazines and to NutriNet-Santé findings. If your science is weaker than a consumer magazine's, you get called out. And the recap travels via Google reviews and forums.
In pharmacy, counter advice wins or loses 40% of the basket. Without a tenable scientific dossier, your sales team has no argument against pharmacists trained in micronutrition. And the pharmacist recommends the brand that gives them the right tools.
A central, legally validated reference (Article 13.5, ANSES, ANIA code of conduct). Every sales conversation, product sheet, LinkedIn post, newsletter refers to it. Quarterly updates whenever a claim or study moves.
Pharmacy format. One page per product: consolidated claim, RCT, mode of action, contraindications, dosage, cost-in-use. Daily tool for field sales and pharmacy trainers.
SEO and LLM-citable articles, signed by named experts, with verifiable sources. No "according to recent studies." No "research shows." A health journalist or university nutritionist must be able to verify in under five minutes.
If a consumer watchdog or a health influencer attacks, you have the response pre-written, sourced and legally validated. Activatable within 2h. No panic, no silence, no rushed press release.
A B2C probiotic brand had four claims requalified in six months and a press kit to rebuild. In four months of retainer: message house validated under Article 13.5, twelve product sheets rebuilt, defence line pre-written on six sensitive topics, first pickup in a major outlet without challenge.
Claim-safe by construction: Article 13.5 or 13.1, EFSA health claims and local codes checked before writing, not after. Compliance is a writing prerequisite, not a final proofread.
That is our test: withstand the critical read of a university nutritionist, not just a community manager. It is also one of the dimensions the Blueprint assesses.
Yes: a pre-written defence line on three to five risk topics, sourced, legally validated, deployable within two hours — in writing or live interview.
One voice, three audiences: messages calibrated for B2B, B2C and prescribers, but a single narrative coherence. If two audiences hear two stories, trust leaks from both ends.
The world’s second-largest nutraceuticals market, worth USD 17 billion, with 51 per cent of Q3 sales made online: ‘Made in the EU’ is opening the door to the Chinese market. The label alone is not enough to win over consumers.
In brief — Since 2 August 2026, Article 50 of Regulation (EU) 2024/1689 requires labelling AI-generated texts that inform the public.
Social media, video, influencers: platforms dominate our attention. In nutrition and health, the scarcest resource remains trust.
