1) What we prioritise

Quality and documentation

We prefer ingredients from suppliers that can provide clear specifications, Certificates of Analysis, and traceability documentation where available.

Evidence led choices

We prioritise ingredients with established use and publicly available research. When evidence is mixed, we describe it carefully and avoid absolute language.

Practical formats

We select ingredient forms that are widely used and typically stable in supplement manufacturing, with sensible daily serving sizes.

2) How we evaluate an ingredient

We consider:

• Is the ingredient legally permitted for food supplements in our target markets?
  
• Is there credible evidence for general wellness support in humans?
  
• Are safety considerations well understood at typical supplemental amounts?
  
• Can we source it with reliable documentation and consistent quality?
  
• Can we describe it responsibly without medical claims?
  

3) What we avoid

We avoid:

• Disease claims or “treatment” positioning
  
• Extreme promises or guaranteed outcomes
  
• Unsupported “miracle” ingredients with weak documentation
  
• Confusing proprietary blends that hide meaningful amounts where transparency matters
  
• Ingredients that create unnecessary regulatory risk without clear benefit
  

4) Probiotics and strain transparency

For probiotic formulas, we aim to be clear about:

• CFU amount at time of manufacture (where stated on label)
  
• Strain types where applicable
  
• Storage guidance and best before dating
  

Because strains can differ, we avoid claiming that all probiotics behave the same.

5) Allergens and suitability

We aim to label allergens clearly and include sensible cautions. If you are pregnant, breastfeeding, taking medication, have a medical condition, or are under medical supervision, speak to a healthcare professional before using supplements.

6) Continuous improvement

We review formulas over time based on updated evidence, ingredient availability, quality feedback, and regulatory guidance. If a formula changes, we aim to update product information and relevant education pages.

References

Prebiotics: A Consumer Guide (PDF) Is App Science
Roundup of ISAPP consensus definitions (probiotics, prebiotics, synbiotics, etc.) Is App Science
ISAPP resources page Is App Science
UK Food Standards Agency: Food supplements (business guidance) Food Standards Agency
Optional extra: UK GOV guidance and FAQs for food supplements labels GOV.UK
EFSA topic page: Food supplements European Food Safety Authority

EFSA Safe2Eat: Food supplements European Food Safety Authority
EFSA Safe2Eat: Health claims European Food Safety Authority