22. Substantiate Your Claims Before You Launch With Risa Schulman, Tap-Root
from Bulletproof Your CPG Brand Hosted by Risa Schulman & Daniel Lohman
22. If you're making product claims without scientific substantiation, you're risking lawsuits, recalls, and retailer rejection. Passion is not proof—and "my mom loves it" isn't evidence. In this episode, I sit down with regulatory and science expert Risa Schulman of Tap~Root to unpack why efficacy, transparency, and regulatory compliance are non-negotiable in natural CPG. We break down the difference between anecdotal evidence and empirical science, why DSHEA and FTC standards require "preponderance of evidence," and how brands often leave powerful, defensible claims on the table simply because they don't know what they can say. You'll learn when to bring in regulatory expertise (hint: early), how to build a portfolio of approved claims, how to ensure your messaging is consistent across sales, marketing, PR, and investor decks, and why science can be your greatest differentiator in a crowded category. Grow Sales and Shopper Loyalty and strengthen your retail execution strategy. Then explore additional episodes to deepen your fact-based selling advantage. Get instant access on the show webpage: RetailSolved.com/session22
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