Private label vs white label supplements.
People use the two terms interchangeably. Strictly, they're different. Here's what each actually means in EU supplement manufacturing, and which you should pick.
The strict definitions
A generic stock formulation the manufacturer sells to many brands. You only add your label and packaging. Lowest MOQ, fastest launch, no exclusivity.
The manufacturer's stock formulation, but committed to you exclusively in your channel or region. Slightly higher MOQ, modest exclusivity premium, no R&D.
Side by side
| White label | Private label | Custom | |
|---|---|---|---|
| Formulation | Generic stock | Stock, exclusive to you | Built to your spec |
| MOQ (capsules) | 500–1,000 | 1,000–5,000 | 3,000–10,000+ |
| Lead time | 2–5 weeks | 3–6 weeks | 8–20 weeks |
| R&D cost | €0 | €0 | €1,500–10,000+ |
| Defensibility | Low | Medium | High |
| Best for | Test launches, resellers | Most brands | Established brands |
The pragmatic answer
Start white label or private label on a proven stock formulation. Validate that the SKU actually sells. Then migrate to custom once you've hit ~25,000 units in trailing sales, that's the point where R&D cost amortises and defensibility starts to matter.
Tell Jake your target volume, timeline, and category. He'll recommend the path and intro the right CMOs.