What we trade · 07
Functional food and beverage for modern grocery.
Gut-health, energy, protein and low-sugar products for grocery, convenience, natural and online retail. We take functional food and beverage brands to buyers and help build new products, with claims and labels reviewed for each market.
Where functional products win, and where they stall
Functional food and drink is a crowded part of grocery. Buyers list products that explain their benefit clearly and can back it up. Launches that stall usually do so on claims, labels or route to market rather than taste: a benefit allowed on a US label may not be allowed in the UK or EU, and the reverse.
We work with brands on market entry and on development. We present existing functional ranges to distributors and retail buyers, and, with Functional Brands Group, we take new products from concept and formulation through co-manufacturing and label compliance. This is one of the categories the Functional Brands Group team has worked in.
What we supply
Typical products we can source or represent:
Gut health
foods with added fiber, and fermented foods and drinks such as kombucha and kefir
Energy and focus
energy drinks, functional shots and caffeine gum
Protein
protein bars and snacks, ready-to-drink shakes, high-protein breakfast products
Low sugar and no added sugar
confectionery, drinks, cereals and oatmeal
Functional breakfast
instant oatmeal and porridge cups, and cereals with added fiber, protein or vitamins
Hydration and sports nutrition
electrolyte drinks and sports foods
Functional gummies and fortified snacks
New products and private label
developed with Functional Brands Group
Which formats and specifications do buyers ask for?
Formats include cans and bottles, powders and stick packs, shots, cups and pots, bars, gummies in pouches or jars, multipacks and shelf-ready cases.
Parameters we check:
- Active ingredient levels per serving, and the test method
- Nutrition panel, including sugar and protein content, and protein quality where a US protein claim is made
- Caffeine content per serving and per container
- Live culture counts and stability across shelf life, for fermented and cultured products
- Shelf life, ambient or chilled storage, and the preservation or pasteurization method
- Sweetener system and flavor
- Pack, case and pallet configuration
- Co-manufacturer certifications
Who buys functional food and beverage?
- Grocery, convenience and natural retailers
- Health food stores, pharmacies and drug stores
- Gyms, sports and fitness channels
- Online and marketplace retailers
- Foodservice and workplace channels
- Distributors that specialize in natural, functional and better-for-you products
Quality and compliance checks
- US classification: whether a product is a conventional food or a dietary supplement decides the label (Nutrition Facts or Supplement Facts) and the claims allowed. FDA has published guidance on telling liquid supplements and beverages apart.
- US claims: structure/function, nutrient content and health claims each have their own conditions.
- UK and EU claims: only authorized nutrition and health claims may be used, under their conditions of use. General benefit terms such as "gut health" must be backed by a specific authorized claim, and terms such as "probiotic" need particular care.
- Ingredients: added vitamins and minerals, novel food status, and caffeine labeling, including high-caffeine statements in the UK and EU.
- US entry: the producer's FDA registration where required, prior notice and FSVP documents. Some shelf-stable low-acid drinks, such as certain ready-to-drink shakes, fall under FDA rules for low-acid canned foods, which require food canning establishment registration and a process filing for each product.
This is a checklist, not legal advice. We work alongside licensed customs brokers and regulatory consultants. See brand development and private label and distribution and retail listings.
Questions
Can a functional claim used in the US be used in the UK or EU?
Often not as written. The UK and EU allow only authorized health claims, used under specific conditions, while the US allows structure/function claims on foods and supplements under different rules. We help you review claims, product names and label copy for each market before buyers see the range, working alongside regulatory consultants where a formal opinion is needed.
Do you help develop new functional products?
Yes, together with Functional Brands Group. The group's brand team works on concept, positioning and formulation. Union Trade finds and qualifies co-manufacturers and ingredient suppliers, helps check labels and claims for the destination market, and takes the finished product to distributors and retail buyers in the US, UK or EU.
Which buyers list functional food and drink?
Grocery and convenience chains, natural and health food retailers, pharmacies and drug stores, gyms and sports channels, online marketplaces and specialist distributors of better-for-you products. Each wants different pack formats, margins and marketing support, so we agree the target channels with the brand before approaching buyers.