Energy & Focus private label for Danish brands

Denmark's food-supplement law runs on a positive list: Fødevarestyrelsen holds a fixed list of approved vitamin and mineral forms, while botanical actives are reviewed case-by-case rather than pre-cleared against that list. For a daytime energy-and-focus range that split matters in practice, because the catalogue's cognitive line mixes both kinds of active — the B-vitamin and B12 formats sit inside the positive list, while the one caffeine-and-guarana gummy sits in the case-by-case lane instead.

Retail here runs through Matas drugstore trade alongside a scaled direct-to-consumer channel, with a health-and-beauty halo that Novo Nordisk's home-market presence lends the wider supplement category — a retail backdrop that rewards a range able to move quickly once notification clears. Pack copy for the Danish market is written in Danish, and the cert panel Danish packs commonly carry runs to Ø-mærket organic, V-Label, EU organic leaf and kosher or halal marks where a brief calls for them.

Sequencing the positive-list formats ahead of the case-by-case botanical keeps a Danish launch on the more predictable notification track for longer.

Because Fødevarestyrelsen's positive list already covers vitamin and mineral actives, the B-Complex Capsule and B-Complex Tablet make a more straightforward opening listing for a Danish range — plain daily-dose formats built on ingredients that clear the fixed list rather than needing a case-by-case review. The B12 Energy Jelly Bean extends that same positive-list logic into a confectionery format, useful once the capsule-and-tablet pair is already trading.

Guarana paired with L-theanine inside Caffeine Focus Gummies gives the range its one caffeinated SKU, already sitting at published gummy readiness — a strong second listing, planned with the case-by-case botanical review in mind rather than assumed alongside the vitamin formats. The Brain Filled Gummy, Energy & Focus Shot and Focus & Memory Lollipop round out single-serve and occasion-led options for Matas's health-and-beauty shelf, or a direct-to-consumer subscription line, once the core range is established.

Because Denmark reviews botanical actives case-by-case even though vitamins and minerals sit on a fixed positive list, sequence a Danish brief around that split rather than treating every SKU the same way.

• Separate the positive-list formats from the botanical one. Fødevarestyrelsen holds a fixed list for vitamin and mineral actives; Caffeine Focus Gummies' guarana content is reviewed case-by-case, so plan its notification timing separately from the B-Complex pair.
• Danish-language artwork. Pack copy for the Danish market is written in Danish; line up translation alongside the formulation brief rather than after it.
• Make it Yours stays cosmetic. Flavour, colour and pack-format changes to an existing formula fall under Make it Yours; touching actives or claim wording moves a project into Custom Formula R&D instead.
• Compliance ownership stays with the brand. Claims, on-pack labelling and market compliance remain the brand owner's responsibility; samples precede any production order.