How to Start a Supplement Brand in the EU

Starting an EU supplement brand comes down to five moves: choose a category and format, pick the right manufacturer, register your company and product notifications, lock down compliant labels, then run a first batch. Pick a partner with low minimums and you can be selling finished stock in weeks, not quarters.

Key facts

• White-label MOQ starts at 100 units with 1 to 4 week lead times.
• Private-label MOQ starts at 500 units with 4 to 8 week lead times.
• The EU food supplement market is valued in the tens of billions of euros and keeps growing across capsules, gummies, and powders.
• Vita Supplements has 15+ years in EU nutraceutical R&D and 300+ finished formulations.
• Every batch ships with full documentation and a technical file for notifications.

Step 1: Pick a category and a format

Decide what you sell before you decide how you make it. Vitamin D, magnesium, collagen, and omega blends remain the strongest sellers across the EU. Then choose a format that fits your buyer. Capsules suit clinical positioning, gummies win on consumer appeal, and powders work for sports and greens. We offer capsules, tablets, softgels, powders, and gummies, so the format follows the product, not the other way around.

Step 2: White label or private label?

This is the biggest early decision. White label means you choose from existing, tested formulas and add your branding. It is fast and cheap, with minimums from 100 units. Private label means a custom formula built to your spec, with minimums from 500 units and a longer runway. If you are unsure, read our white label vs private label breakdown. Most first-time founders start white label, prove demand, then move to custom.

Why low minimums matter at launch

A 100-unit first run lets you test three SKUs for the price one large MOQ would cost elsewhere. You validate demand before committing capital to inventory that might sit in a warehouse.

Step 3: Register your business and product notifications

You need a registered company in an EU member state and, in most markets, a product notification to the national food authority before sale. Slovenia, Germany, France, Italy, and others each run their own notification process. The good news: the technical dossier, ingredient breakdown, and stability data come from your manufacturer. We supply that file with every formulation so your notifications move faster.

Step 4: Build compliant labels

Labels are where many new brands stumble. EU rules under Regulation (EU) No 1169/2011 govern mandatory information, and Regulation (EC) No 1924/2006 controls health claims. You may only use claims authorised on the EU Register, and the language is “contributes to” or “supports”, never treatment or cure. For example, vitamin C “contributes to normal function of the immune system” is authorised. “Boosts immunity to fight colds” is not. Our team checks artwork against the register before print, and our packaging service handles the physical side.

Step 5: Run your first batch

Once the formula and labels are set, production runs. White-label stock lands in 1 to 4 weeks. Before a full run, you can request a sample to confirm taste, capsule size, and finish. Every batch carries a certificate of analysis and full traceability, which matters the moment a retailer or marketplace asks for documentation.

What does it cost to start?

Budget for three line items: product (driven by MOQ and format), labels and packaging, and notifications. A lean white-label launch from 100 units keeps first-batch product spend in the low thousands of euros. Private label sits higher because custom formulation and 500-unit minimums add cost, but the margin and defensibility are stronger long term.

Common mistakes to avoid

• Ordering 10,000 units before a single sale.
• Copying a US label into the EU market without checking authorised claims.
• Skipping stability data, which you need for shelf-life dates and notifications.
• Choosing a format your fulfilment cannot handle (gummies need climate-aware shipping).

Ready to price your first run? Get a 24-hour quote and we will map your category, format, and MOQ in one document so you can move from idea to stock without guesswork.

About the author

Maja Horvat is Head of Formulation at Vita Supplements with more than 15 years in EU nutraceutical R&D. She has developed over 300 finished formulations across capsules, gummies, softgels, and powders, and advises founders on EU-compliant product design from concept to first batch.

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