The Science Behind Functional Products Consumers Come Back For
from CPG Operator Podcast
Functional ingredients are everywhere, but adding a trending ingredient to a label doesn't guarantee a product that actually works—or one consumers will buy again. Philip Bromley, CEO and co-founder of Viron, and Sarah Fenn, Viron's Director of Marketing, explain the science that separates effective functional products from those that simply make functional claims. Drawing on decades of experience in formulation, ingredient stabilization, and delivery systems, they explain why bioavailability, stability, packaging, and format matter just as much as the ingredient itself. You'll learn: Why bioavailability matters more than adding another functional ingredient How formulation and packaging affect ingredient stability and efficacy Which delivery formats work best for different functional ingredients The biggest formulation mistakes brands make—and how to avoid them How to evaluate ingredient quality, sourcing, and clinical support Why taste and consumer experience drive repeat purchases What separates functional products that consumers try from the ones they come back for
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