Collagen

Collagen is filed in the catalogue as an 'Other' type — the catalogue's placement for actives that sit outside the vitamin, mineral and botanical families. The catalogue description is correspondingly plain: hydrolysed collagen peptides, used in beauty-positioned gummy ranges, available from both bovine and marine sources.

That is the full extent of what the row states about it. There is no permitted health-claim line attached the way there is for a vitamin, and the benefitsNeutral field is explicit that no EU health claim is authorised for collagen at the time of writing. The neutral ceiling here sits lower than either a vitamin's settled claim set or a botanical's pending one: collagen's row positions it in generic protein-and-amino-acid terms only, with no claim language to draw on. For a brand owner, that means collagen's story in a range has to be built on format, positioning and sourcing choice — bovine or marine — rather than on any authorised benefit wording, a different planning conversation than a claims-bearing vitamin invites.

Beauty gummies and sport-adjacent ranges are the two use cases the catalogue lists for collagen, and the catalogue's carrier pattern sits mostly inside the first of those. The concepts that carry it cluster on the Beauty & Skin shelf — a dedicated collagen gummy, a youth-and-radiance formula, and a sleep-and-skin-recovery blend that pairs the beauty positioning with a night-time angle. One crossover reaches onto the pet side, where it appears in a joint-and-mobility drop formula and the standard dog multivitamin base.

That is a tighter, more shelf-specific pattern than a B vitamin's spread across formulas built for entirely different categories. Collagen reads here as a beauty-anchored active first, with the sport-adjacent use case pointing to a positioning a brand could build toward rather than one already anchored on an existing catalogue formula.

Collagen's route into a range starts from the same place as any other catalogue active: an existing formula that already carries it, most naturally one of the Beauty & Skin gummies. Make it Yours covers the approved flavour, colour and shape choices on that formula. Changing the active set, the amounts, or the claim posture moves the project into the separately scoped Custom Formula R&D route instead, and naming the product or designing its label belongs to the usual private-label branding track, not to this personalisation choice.

Because no EU health claim is authorised for collagen at present, there is no claim wording to negotiate on the label. The compliance question is narrower than for a claims-bearing vitamin, though it still sits with the brand owner to settle — and samples of the base formula still come first, before any of those decisions are made.