Collagen private label for Danish brands

Fødevarestyrelsen, the Danish Veterinary and Food Administration, works from a positive list that covers vitamins and minerals directly — a defined, faster notification path, since the substance and its permitted dose range are already named on the list rather than argued case by case. Botanical extracts sit outside that list and are reviewed case by case instead. Collagen falls into that same case-by-case track, though for a different reason: it's neither a vitamin, a mineral nor a plant extract, but an animal-derived protein the positive list simply doesn't name, so a Fødevarestyrelsen review treats a collagen SKU the way it treats a botanical rather than the way it treats a straightforward vitamin C or zinc concept.

That holds regardless of which format the collagen SKU takes — gummy, powder sachet, jelly or oral strip all run through the same case-by-case review, so switching formats doesn't shortcut the notification. Retail for the category runs through Matas drugstore, Apotek pharmacy, grocery and a scaled direct-to-consumer channel, with Danish the required label language across all of them.

Collagen Gummies anchors the range with collagen and d-biotin as its listed actives, and Collagen Powder carries a lighter formula — vitamin C as its listed active — into the powder-sachet lane, a mix-in concept distinct from the chewable gummy anchor. Collagen Beauty Jelly and Marine Collagen Beauty Jelly both list vitamin C among their actives, Collagen Glow MAX Jelly does too, and Collagen Beauty Strips carries vitamin C into the oral-strip format — four format options built around the same beauty-forward positioning, differing mainly in how the range's audience prefers to take a daily dose.

Because format doesn't change the review track, a Danish range can plan a wide format spread — gummy, sachet, jelly and strip together — behind a single Fødevarestyrelsen filing conversation, sized for Matas drugstore shelf presence and a DTC assortment page at the same time, rather than opening one format and staging the rest behind separate reviews.

Sample review for texture, flavour and finish happens ahead of the filing regardless of which format it covers, and confirming the full format spread before the notification goes in means one case-by-case review can cover the whole range rather than reopening the conversation format by format.

Make it Yours covers flavour, colour and shape changes to an existing formula; changing an active, dose or claim moves the project into the separately scoped Custom Product R&D route. Claims, on-pack labelling and market compliance remain the brand owner's responsibility throughout.

Matas drugstore's beauty-and-personal-care shelf gives a Danish collagen range a natural retail home distinct from Apotek pharmacy's more clinical positioning — the gummy, jelly and oral-strip formats read naturally on that beauty shelf, while Collagen Powder's mix-in format suits a DTC or wellness-subscription channel just as well. Positioning decisions like this are confirmed per project rather than fixed by format alone.