Beware: Label Lurking Trap

Are you a new food or dietary supplement entrepreneur dreaming of launching a successful brand? If so, let me introduce a term I coined: Label Lurking. Label Lurking means blindly copying other product labels without checking the regulations. You may think that if a product is on Amazon or sitting in a local store, it must be compliant, but I’m sure you can guess what I’m about to say. That strategy will be a disaster for your brand’s compliance and credibility.

Most supplement labels and many food labels out there aren’t compliant, which means you’re likely following a broken blueprint. If you don’t want to risk fines, store delistings, or even lawsuits, read on for the top Label Lurking mistakes I see in the world of food startups and supplement brands.

Common Label Lurking Mistakes

• Wrong Panel Type
Supplements need a Supplement Facts panel, not a Nutrition Facts panel. and vice versa. The required format is completely different, including the order of nutrients and where sodium appears. Changing the title from Nutrition Facts to Supplement Facts won’t cut it.

• Improper Ingredient Listing
For food, every ingredient should be listed by weight in order of predominance. For supplements however, active ingredients should go inside the Supplement Facts panel and inactive ingredients, ex. natural flavors or colors, should be listed underneath in “Other Ingredients.” If you’re mixing them up, consider it a huge red flag for any food entrepreneur serious about compliance.

• Incorrect Serving Size
Food should use the Recommended Allowance Customarily Consumed (RACC) from the FDA, but supplements must use the maximum dose listed within the usage instructions, not the minimum, and not a random guess. If the label says “Take 1–3 capsules daily,” the serving size needs to be 3 capsules.

• Copycat Claims
Whatever you do, do not say your food or supplement cures, treats, prevents, or mitigates a disease or any treatable condition. That includes implied claims. For supplements “Supports healthy joints” is great, but “Relieves arthritis pain” is a huge no-no. When you cross into symptom relief, you’re making a drug claim. Unlike supplement structure function claims, when making a claim on a food product, the claim must link to a nutrient within the food, not an ingredient. Supplements may make claims for both!

Why This Matters for Food Entrepreneurs

If you think everyone else is doing it, so why worry, here’s why you should care:

• Retailers check for label compliance
• Amazon is actively pulling listings that violate FDA guidelines
• Regulators eventually crack down on non-compliant brands
• Lawsuits are real and they can destroy your food business

Do It Right From the Start

If you’re planning to launch a supplement brand or a new food brand, don’t rely on Label Lurking. Research the regulations or partner with someone (ME!) who knows them inside and out. It’s the best way to avoid headaches, protect your business, and give consumers the trust and transparency they deserve.

Ready to Get Your Labels in Order?

If you need help reviewing your supplement labels, fixing compliance issues, or launching a new product the right way, let’s talk. Whether you’re a first-time food entrepreneur or a growing supplement startup, I’m here to help you navigate FDA compliance and succeed in the competitive marketplace.

Feel free to reach out, and let’s make your product shelf-ready together.

Happy labeling!