Private Label Supplement Manufacturing for Wisconsin Brands

Dietary supplements in Wisconsin are regulated federally by the US Food and Drug Administration under the Dietary Supplement Health and Education Act (DSHEA, 1994), codified at 21 USC §321(ff) and 21 USC §343. Manufacturing is governed by 21 CFR Part 111 (Current Good Manufacturing Practice for dietary supplements) and labelling by 21 CFR §101.9 (Nutrition labelling) and 21 CFR §101.36 (Supplement Facts panel). Structure-function claims — those that describe an effect on the structure or function of the body without making a disease claim — are permitted under DSHEA §6 when accompanied by the FDA-prescribed disclaimer set out at 21 CFR §101.93(c). The Federal Trade Commission separately reviews advertising substantiation under the FTC Act §5. Common rejection patterns on US labels: (i) language that crosses from structure-function into the drug-claim line, (ii) structure-function copy that omits the FDA-prescribed disclaimer, (iii) percent-daily-value calculations that diverge from the FDA reference values, and (iv) implied weight-loss copy without substantiation. State-specific framework for Wisconsin: Wisconsin operates under federal DSHEA; the WI Department of Agriculture, Trade and Consumer Protection handles food complaints DAT's artwork gate reviews every claim on the pack against the federal framework and any state-specific overlay (the most common being California Prop 65 for products distributed into California) before the brand owner signs off. Where the brand owner is preparing for a regulated retail channel (Whole Foods, Costco, Walmart, Target, Sprouts, Sam's Club), DAT supports the retailer-specific documentation pack including the Certificate of Analysis, allergen statement, manufacturing-facility registration confirmation, and country-of-origin declarations. Cert panel commonly seen on US pack: USDA Organic, Non-GMO Project Verified, Certified Vegan / Vegan Action, kosher (OU, Star-K, OK), halal (IFANCA or HFSAA), and B Corp where the brand owner has the certification. FDA registration considerations: the manufacturing facility must be a registered food facility under the Bioterrorism Act (FDA Food Facility Registration, renewed biennially) and the brand owner must file a Notification of New Dietary Ingredient (NDI) at least 75 days before introducing any ingredient not marketed in the US food supply before October 15, 1994 — the NDI route is the federal mechanism for new ingredients. Substantiation expectations: structure-function claims must be supported by competent and reliable scientific evidence in the brand owner's file at the time of marketing, per FTC guidance. The substantiation file is the brand owner's responsibility; DAT supplies the formulation specification and ingredient-level documentation that feeds into it. Recall infrastructure: every batch is identifiable by lot code and traceable through the production records, so any FDA Adverse Event Reporting (under the Dietary Supplement and Nonprescription Drug Consumer Protection Act, AERS) or voluntary recall can be executed on a defined production window.

Brands DAT typically briefs from this market

• 01

  DTC wellness brands — direct-to-consumer founders headquartered in the Milwaukee CPG corridor and Wisconsin's deep food-and-beverage heritage, briefing Make it Yours gummy or capsule SKUs that differentiate on active stack and packaging format, with structure-function copy reviewed against the DSHEA disclaimer requirement.

• 02

  Established multi-SKU ranges — mature brands with five-to-thirty SKUs running replenishment cycles on a white-label basis, requiring the standard documentation package and a batch-specific Certificate of Analysis available on request.

• 03

  Retail private-label programmes — grocery, club and specialty retail private-label buyers requiring scale unit economics, retailer-specific documentation, and any state-specific overlay (most commonly California Prop 65 where distribution into California is in scope).

• 04

  Specialty channel founders — fitness, beauty, sports nutrition, pet wellness and clinical-professional channel brands with channel-specific claim positioning; the working route is typically Make it Yours or custom, with stability data added to the documentation pack.

• 05

  Multi-state expanding brands — brand owners using Wisconsin as a base for a wider US footprint, re-using the artwork base across multiple states with state-specific overlays where required (Prop 65 for California; the New York Attorney General's botanical-authenticity standard for sensitive botanicals).