Private-label soft chew manufacturing: a brand guide

Soft chews offer a convenient and palatable alternative to traditional capsules or tablets, making them a popular choice for brands targeting consumers who prefer a chewable format. This guide provides an overview of private-label soft chew manufacturing, focusing on how brand owners can leverage this format through DAT Supply's Make it Yours personalisation process. It outlines key considerations for product development, from selecting active ingredients to navigating the production journey, while emphasising that final product claims and compliance remain the brand owner's responsibility.

What this format is and who it suits

Soft chews are chewable dietary supplements with a gummy-like texture, typically made from a base of sugars, starches, and gelatin or pectin. They are ideal for brands targeting consumers who have difficulty swallowing pills, such as children or older adults, or those seeking a more enjoyable supplement experience. The format also suits brands looking to differentiate their product line with a novel delivery system that can incorporate various active ingredients.

Choosing actives and a category fit

Selecting the right active ingredients is crucial for a successful soft chew product. Common categories include multivitamins, minerals, probiotics, and herbal extracts. Brand owners should consider their target audience's needs and market trends when choosing actives. It's important to ensure that the chosen ingredients are compatible with the soft chew manufacturing process, as some actives may be sensitive to heat or pH changes. DAT Supply can advise on formulation feasibility during the initial consultation.

Personalisation: Make it Yours

DAT Supply's Make it Yours programme allows brand owners to customise their soft chews without starting from scratch. This includes selecting from a range of base formulas, adjusting flavour profiles, choosing colour options, and specifying packaging designs. The programme is designed to streamline the development process while still offering meaningful differentiation. Brand owners can work with DAT Supply's team to tailor the product to their brand identity and target market.

Documentation and responsibilities

Brand owners are responsible for providing accurate product specifications, including intended use, target market, and any required regulatory documentation. DAT Supply provides manufacturing documentation such as certificates of analysis for raw materials and finished products, but brand owners must ensure final labels and claims comply with local regulations. It is the brand owner's duty to verify that the product meets all legal requirements before market launch.

From samples to production

The process begins with a project brief, followed by formulation development and sample creation. Once samples are approved, the project moves to scale-up and commercial production. DAT Supply manages the manufacturing process, including quality control checks. Brand owners should be prepared for iterative feedback during sampling to achieve the desired taste, texture, and appearance. Production timelines are discussed on a project basis.

How this format fits a multi-format range

Soft chews can complement a brand's existing product line by offering a different delivery format that appeals to a broader audience. For brands already offering capsules, tablets, or powders, adding soft chews can fill a gap in the market for a more consumer-friendly option. This format also allows for cross-promotion and bundling opportunities within a multi-format range, helping to build brand loyalty and increase shelf presence.