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Start-up Manufacturer Launches Novel Product Concept
The Client
Avitae Caffeinated Water has enjoyed unparalleled consumer acceptance and has carved out a unique space in the fiercely competitive beverage industry. The Avitae brand has grown exponentially through distribution in most major food chains east of the Mississippi and continues to expand.
The Challenge
This young start-up company recognized that their new-to-the-world product would attract a high level of interest and scrutiny. For this first-ever combination of natural caffeine and purified water, the most scrutinized part of the product is the label. FDA compliance with food labeling regulations was essential to the successful launch of the brand. They sought a regulatory partner to advise the company about the best regulatory course of action to position Avitae responsibly for growth. This allowed management to focus on building the brand and satisfying customers.
The Solution
Food Consulting Company enabled Vitality Distributing to launch the Avitae brand and has become an integral part of its growth. Food Consulting Company helped Avitae management craft a regulatory strategy and label that supported their goals. They helped the company understand the nuances and tradeoffs for achieving brand goals and compliance. Part of the regulatory strategy included creating a pre-emptive white paper to address potential FDA concerns. Food Consulting Company authored this white paper and approved labels before printing — creating insurance and peace of mind for Vitality Distributing.
The Results
The experts at Food Consulting Company continue to have flawless insight, enabling the company to understand the critical pieces of the regulatory picture and ensure that management is well informed. In fact, the resulting nutrition label does an excellent job of supporting the brand story while complying with FDA food labeling regulations. Consumers appreciate an entire label of zeros. With Food Consulting Company, projects run seamlessly in the background requiring little oversight from management. They are Vitality Distributing’s virtual food label department.
“We couldn’t be without Food Consulting Company. FDA regulatory compliance is critically important for a new category — as important as the engine is to the car. We only had one shot to get it right and they ensured we were well prepared. Avitae Caffeinated Water has been extremely successful and the Food Consulting team played an instrumental role in this success.”
— Brian Pitzer, CEO, Vitality Distributing, Inc.
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