Human and pet supplement brands · UK · EU · US
Know what your supplement can claim
before anyone writes a word of marketing.
Compliance strategy · Labels · Product pages · Listings · Paid ads
THE PROBLEM
Marketing moves faster than regulatory thinking.
Claims get written early, often while the formulation is still being finalised. Ads get built on them. Email sequences follow. Retail decks and Amazon listings reference them. Then a printer, a buyer, or a platform asks whether it’s compliant, and everything stops.
It’s rarely intentional. Marketing moves faster than regulatory thinking. But campaigns get paused, launches get held up waiting on a reprint, weeks go into reworking every asset built on a claim you can’t legally make.
And a published ruling stays under your brand name long after the copy has been fixed.
We see it again and again. That’s the problem we work upstream of.
what we do
We’re not a copywriting agency and we’re not a regulatory consultancy. We sit between the two.
Victoria
8 years as an nhs dietitian
She reads the formulation and works out which authorised claims you qualify for at the dose you’re using. A marketer sees a list of benefits to sell. She sees which ones will hold up.
Richard
15 years in Pharma r&D
He reads the studies behind each ingredient and works out how much weight they carry: if the research was done at a relevant dose, in the right form, and on your target audience.
From there we build the guardrails, the claims framework and the messaging strategy that tell everyone working on your brand what they can say, how they can say it, and where the boundaries sit, across every channel and every market you sell in.
More about how we got here →
An example
THE VERSION THAT GETS FLAGGED
Fight off colds this winter. High-strength vitamin C and zinc give your immune system the boost it needs to keep you well all season.
THE VERSION THAT DOESN’T
One scoop a morning, all winter. High in vitamin C and zinc for normal immune function. It won’t make January any shorter, but it’s one less thing to think about.
Fighting off colds is a disease claim that supplement brands can’t make. Keeping you well all season is the same promise in a softer coat. The rewrite loses the claims and keeps everything that was doing the selling.
Example only. Not advice on any specific product.
Who we work with
Supplement brands that are serious about getting this right.
Some brands come to us before launch, while there’s still time to build the labels and the messaging on solid ground. Others are already selling and growing. Human or pet, UK, EU or US.
Most people come to us at one of these points:
We also work in partnership with formulators, manufacturers, sourcing consultants, and fractional CMOs, who bring us in for the brands they’re already working with.
For partners→
how we work
Start with the foundation. Everything else gets easier.
Plenty of brands start with a single piece of work. Others run the whole sequence. Everything built after the strategy is quicker to produce and holds up if it’s challenged. We can hand the framework over or produce the work ourselves.
The order it usually runs in:
Compliance and messaging strategy
The foundation everything else is built on
Label copy and label audits
Human and pet, UK, EU and US
Product page copy
Homepage copy
Paid ad and platform compliance review
Most brands do one or two of these, not all five. If you’re doing more than one, the strategy comes first.
Most work back within three to five working days
What founders say
“Victoria Metzger came highly recommended to me and she completed the regulatory work of the NEKTR packaging and a highly complex scientific document on the NEKTR recipe. I was very impressed with her efficiency and attention to detail. People like this are hard to find!”
Charles Vernon
Founder of NEKTR
“Victoria helped me understand exactly which claims are allowed, which ones are risky, and how to phrase things so they are both compliant and still sound natural and appealing to customers. Her feedback on my taglines, label wording and overall positioning was absolutely spot on.”
Charlotte P
Founder of CaffiClear®
“Not only was Victoria super knowledgeable, but she provided me with a bunch of messaging angles that were compliant, helped massively, and I just could not find anywhere else. Save yourself the time and pain of going down the compliance rabbit hole and speak to Victoria instead.”
Emilio Koumis
Founder of Yeubo™
For partners
Are you already working with supplement brands?
If you’re a formulator, a fractional CMO, a manufacturer, a sourcing consultant or a designer, compliance and messaging is often the piece your clients need and the piece you’d rather not carry yourself.
Sometimes that’s a single label or an audit of something already live. Sometimes it’s the full claims framework and the copy built on it. Either way, we work out what can and can’t be said and hand it back to fit whatever you’re already building. You keep the client relationship. We can work named alongside you, or entirely behind the scenes.
From a one-off referral to an ongoing arrangement across your whole book.
“Working with Victoria on a client project was seamless… She was pragmatic, very responsive and a valuable extension of the wider project team. I would happily work with her again on future food and nutrition projects.”
Dr. Adrian Massey
Food & Beverage Innovation Consultant
“There are few partners I can genuinely rely on. Vicki is one of them. She’s sharp, fast, and understands the regulatory constraints well enough that we never have to send anything back…”
Cat King
Supplement Design & Launch Specialist
Messaging you won’t have to redo.
Book a call about your product: For anything bigger than a single check. 20 minutes on your product, your markets and your timeline, and you’ll come away knowing what it needs, what it would cost and what happens next.
Pre-Print Label Check, £195 per label: For a label that’s about to go to print. We check every mandatory element is present and correctly formatted before you commit to a run, and send it back within two to three working days.