Market A
Ready to sellIngredients, doses and label all meet local rules.
Wellness & Supplements
Launch your supplements in Europe one market at a time, as each one is ready.
In Europe, supplements follow food rules that shift from country to country: dose limits, approved ingredients, required notifications and a fixed list of health claims. ExpandNow becomes your local seller and importer and helps you see what each market needs, so you can open the ones that are ready first.
Local seller, importer, tax and product compliance support for supplement brands.
Market by market
Why the same capsule gets three different answers.
Market B
Notify firstThe product is fine, but the authority wants to hear about it before it goes on sale.
Market C
Rework neededA dose above the local limit, or an ingredient not yet approved.
Knowing which is which, before stock ships, is most of the work.
Readiness
Four questions decide whether a supplement is ready.
We ask these during onboarding, market by market. Where something is missing, we can take care of it for you.
- Is a Food Business Operator based in the market named on your pack?
- Have your formulas been checked for local compliance and novel food status?
- Are your labels translated and compliant for each target market?
- Have required pre-market notifications been made?
Who does what
Your formulas. Our local infrastructure.
You provide
- Formulas, specifications and certificates of analysis
- Label artwork
- Your own Food Business Operator and notifications, if you already have them
- Product details for import
ExpandNow provides
- The local seller for UK and EU sales
- Importer of Record, where your model needs it
- VAT handled inside each sale
- A readiness check for each market
- A Food Business Operator in the EU and UK, pre-market notifications, and formula, label and claims review
The shortest path
Open markets as they’re ready.
- 1
Choose your first markets
Where demand is, and where your formula already fits.
- 2
Check each market
Formula, label, operator and notification.
- 3
Launch and add
Start selling in ready markets while others catch up, all in the same relationship.
Where it sells
Sell where your customers already shop.
ExpandNow is the local seller behind your own store, TikTok Shop and marketplaces. Marketplaces often ask for proof of notification before listing supplements, and we help you prepare the documents they need.
FAQ
Questions buyers ask.
Are supplements regulated as medicines in Europe?
Generally no. In the EU and UK they are regulated as food, with specific rules on ingredients, doses, labels and claims. Products with medicinal claims fall under different rules.
Can we use our US health claims?
Usually not word for word. Only claims from an approved list can be used, and the EU and Great Britain each keep their own list.
Do we need a separate notification in each country?
Some EU countries require one before sale and others don’t, and marketplaces may ask for proof even where the law doesn’t. We can prepare and submit notifications for the markets you choose.
Can ExpandNow provide our Food Business Operator?
Yes. We can act as your Food Business Operator in the EU and UK, and handle notifications and label checks. If you already have one, you can keep them.
Does ExpandNow test or certify products?
No. Testing and certification stay with you and your testing bodies.
Related
The pieces behind it.
Product Compliance
Marks, labels and responsible-person rules
Food & Beverage
Labels, borders and shelf life
TikTok Shop
Launch in the UK, EU and US
Importer of Record
Get stock into the market without importing it yourself
Start with the market
Tell us where you want to sell.
We’ll show you which markets your formulas are ready for today, and what the others need.