From Lab to Label: The Scientification of Consumer Brands

Citruslabs
  • 5.0 (5)
  • Health & Fitness
  • Updated Biweekly

Welcome to From Lab to Label, a podcast exploring the intersection of science and consumer brands in the health & wellness industry. Through candid conversations, you'll hear firsthand, behind-the-scenes accounts of the challenges and opportunities that arise when engaging your product in a clinical trial. Our guests share their experiences in navigating the road to clinical validation and highlight how seeking product claims drove business success. In each episode, our host Susanne Mitschke (CEO and Co-Founder of Citruslabs) sits down with brand owners to discuss their journey.

  1. Sep 25

    Episode #61: What Your Warning Letter Is Really Telling You with Steven Shapiro

    Got a warning letter? Don't ignore it. And don't assume it's the end of the road either. In this episode, Susanne sits down with Steven Shapiro, a food and drug regulatory attorney with more than 30 years of experience advising supplement, food, OTC, and cosmetic brands on labels, claims, and enforcement. Steven shares how his early work on the black currant oil cases helped lead to DSHEA in 1994, and how the industry has grown from a handful of family-owned companies into a multi-billion dollar market. Together, they explore who sends warning letters, where the line falls between supplement and drug claims, and what brands actually need to substantiate what they say. What's covered in this episode: How FDA, FTC, and NAD warning letters differ, and why ignoring the NAD can bring federal regulators to your door Why own-label distributors are responsible for GMP compliance, even with a certified contract manufacturer How to tell a structure-function claim from a disease claim, and why that line keeps shifting When customer reviews and social media comments become the brand's legal responsibility Why claims like "natural" and "zero sugar" are a magnet for consumer class actions What "competent and reliable scientific evidence" really means, and what a pilot study can and can't support Tune in to hear Steven's perspective on why testimonials aren't substantiation, how to build a case from the full body of science, and what every startup should put in place before their first product hits the shelf. About USU Law Ullman, Shapiro & Ullman, LLP is a New York law firm focused on food, drug, and cosmetic law. They help supplement and natural products brands, from startups to established companies, with FDA and FTC compliance, label and advertising claims, and enforcement. They're known for clear, fast answers, often a single email instead of a 15-page memo. About Rivkin Radler Rivkin Radler is a full-service law firm with six offices and 250 lawyers, consistently ranked among New York's 50 largest firms. Many of their attorneys are recognized by Best Lawyers and Super Lawyers, and some clients have trusted the firm for more than 30 years. Steven Shapiro and Marc Ullman serve as of counsel, giving their clients access to the firm's full range of services. Get in Touch Visit USU Law’s website: https://www.usulaw.com/ Visit Rivkin Radler’s website: https://www.rivkinradler.com/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  2. Sep 9

    Episode #60: Bringing Balance Back to Hormonal Health with Smita from Aayu Biosciences

    What if the ancient practice your grandmother swore by is actually backed by more clinical science than you'd expect? In this episode, Susanne sits down with Smita Majumder, founder of Aayu Biosciences, a company building science-first supplements powered by Ayurveda and validated through clinical studies. Smita shares the personal health journey that led her to Ayurveda after Western medicine offered her no real solution for her endometriosis, and how it ultimately helped her conceive naturally. Together, they explore how Ayurveda's whole-body approach differs from Western medicine, and why evidence matters so much to Aayu. What's covered in this episode: How Ayurveda's whole-body philosophy differs from Western medicine's organ-specific approach Why testing a finished product in a clinical trial is different from citing ingredient research The funding gap that makes evidence harder to come by in Ayurvedic and supplement research compared to pharma Why Aayu launched with both women's and men's hormonal health lines What gets lost when centuries-old Ayurvedic formulations meet modern manufacturing A simple, sunlight-based Ayurvedic principle anyone can try tomorrow Tune in to hear Smita's perspective on what it really means to treat the body as a connected system, why joy deserves a place in any wellness routine, and what it looks like to bring thousands of years of tradition into a clinically validated product! About Aayu Biosciences Aayu Biosciences is a science-first supplement brand that combines the wisdom of Ayurveda with rigorous clinical research. Built on the belief that the body is one connected system rather than a collection of individual parts, Aayu creates formulations designed to support whole-body balance for both men and women. Every product is backed by science, with a commitment to radical transparency and integrity in how claims are made and research is conducted. Get in Touch Visit AAYU’s website: https://aayuscience.com/ Follow AAYU on social media:  LinkedIn: https://www.linkedin.com/company/aayu-biosciences-inc/ Instagram: https://www.instagram.com/aayuscience/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  3. Aug 26

    Episode #59: Taking VO2 Max Off the Treadmill with VO Health

    What if one of the most important measures of your long-term health could be found in a simple blood test? In this episode, Susanne sits down with Brooks Leitner and Alina Zolotareva, co-founders of VO Health, a company developing a blood-based test to estimate VO2 max. Brooks and Alina share why VO2 max matters far beyond athletic performance and how it can provide a clearer picture of long-term health and functional fitness. Together, they explore how making VO2 max easier to measure could change the way we think about preventative health, longevity, and what it actually means to be healthy. What's covered in this episode: Why VO2 max is an important marker for longevity and long-term health Why VO2 max is moving beyond elite athletes and into everyday health and fitness How exercise and improving VO2 max can support functional independence as we age Whether supplements can actually help improve VO2 max Why the fundamentals of exercise, nutrition, and sleep still matter in a crowded wellness market How better evidence and new health metrics could shape the future of preventative care Tune in to hear Brooks’ and Alina’s perspectives on why VO2 max deserves more attention, how fitness could become a more meaningful measure of health, and what the future of preventative health testing could look like!  About VO Health  VO Health is building the next generation of biomarkers for healthspan and performance, with a mission to make human function a new standard for measuring health. Its flagship blood test is designed to uncover the biology behind VO2 max, providing insights into the factors that influence fitness, athletic performance, and longevity. Backed by a multidisciplinary team of clinicians and scientists, VO Health is working to make measures of functional health more accessible, starting with cardiorespiratory fitness and expanding toward a broader platform of functional health biomarkers. Get in Touch Visit VO Health’s website: https://vohealth.co/ Follow VO Health on social media:  LinkedIn: https://www.linkedin.com/company/vohealth/ Instagram: https://www.instagram.com/vo_health Facebook: https://www.facebook.com/VOHealth/ Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  4. Aug 12

    Episode #58: Closing the Hormone Data Gap with Daniela Campillo Valencia from femmli

    In this episode, Susanne sits down with Daniela Campillo Valencia, co-founder and CEO of femmli, a company developing wearable technology to continuously measure hormones. Daniela shares why she believes the lack of hormonal data is one of the biggest gaps in women’s health, particularly for women navigating perimenopause. Together, they explore how continuous hormone monitoring could help women better understand their symptoms and move toward more personalized, proactive care. What's covered in this episode: Why perimenopause remains difficult to recognize, diagnose, and manage How continuous hormone monitoring could give women a clearer picture of hormonal changes Why gaps in education, research funding, and data continue to hold back women’s health The evolving conversation around hormone replacement therapy (HRT) How better hormone data could support more personalized care for perimenopause and beyond Daniela’s vision for the future of women’s health, including applications in PCOS, endometriosis, and fertility Tune in to hear Daniela’s perspective on the future of hormone tracking, why better data could change the way we approach perimenopause, and what it will take to make women’s healthcare more personalized and proactive. About femmli femmli is building a continuous hormone monitor designed for women navigating perimenopause. Its soft, low-profile wearable patch continuously tracks hormone fluctuations, helping women understand their individual patterns in real time rather than relying on averages or one-time measurements. By turning hormonal patterns into clear, actionable insights, femmli aims to give women a better understanding of what’s happening in their bodies and more informed conversations about their health. Get in Touch Visit femmli’s website: https://femmli.com/ Follow femmli on social media:  LinkedIn: https://www.linkedin.com/company/femmli/ Instagram: https://www.instagram.com/myfemmli TikTok: https://www.tiktok.com/@myfemmli Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  5. Jul 29

    Episode #57: Building a Women's Health Brand That Lasts

    In this episode, Susanne is joined by Dr. Thara Vayali, Co-founder of Hey Freya, Raegen Barger, Functional Medicine Dietitian at WeNatal, and Alexander DiPersia, Co-founder of LM(meno), for a conversation on the future of women's health. Together, they explore the latest science behind hormonal health, fertility, and perimenopause, while discussing how brands can build trust with today's highly informed consumers through education, transparency, and clinical evidence. What's covered in this episode: Common myths about cortisol, fertility, and perimenopause, and what the science actually says Why women are demanding more evidence and transparency from health brands How clinical research can help brands communicate product benefits while staying compliant Why male fertility should be part of every fertility conversation How founders can build trust by combining scientific evidence with authentic education Tune in to hear how leading women's health brands are navigating one of the fastest-growing categories in consumer health and using science to create products that truly resonate with women!  Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  6. Jul 15

    Episode #56: Healing Starts in the Gut with Dr. Junger from Clean Program

    In this episode, Susanne sits down with Dr. Alejandro Junger, founder of Clean Program, board-certified cardiologist, functional medicine physician, and three-time New York Times bestselling author. Dr. Junger shares his personal journey from conventional to functional medicine, and explains why gut health and detoxification have become central to his approach to long-term wellness. Together, they explore how nutrition, lifestyle, and environmental factors influence overall health! What's covered in this episode: Why gut health and detoxification are closely connected to long-term wellness How modern diets, environmental exposures, and lifestyle habits may contribute to chronic disease The role of supplements, and why they work best alongside healthy lifestyle changes His perspective on probiotics, magnesium, collagen, creatine, and other popular wellness trends Simple, practical advice for improving gut health by focusing on real, minimally processed foods Tune in to hear Dr. Junger's perspective on building a healthier foundation through nutrition, understanding the root causes of chronic illness, and creating sustainable habits that support long-term health!  About Clean Program Clean Program helped bring concepts like clean eating, clean living, and gut health into the mainstream wellness conversation. Today, the company offers guided wellness programs, nutritional supplements, and educational resources designed to support the body's natural detoxification processes and overall well-being. Grounded in functional medicine, their approach combines nutrition, lifestyle, and science to help people build healthier habits in their day-to-day routines. Get in Touch Visit Clean Program’s website: https://www.cleanprogram.com Follow Clean Program on social media:  LinkedIn: https://www.linkedin.com/company/clean-program Instagram: https://www.instagram.com/cleanprogram Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  7. Jul 1

    Episode #55: The PR Playbook for Health and Wellness Brands with Hilary Morse and Esha Chhabra

    In this episode, Susanne sits down with Hilary Morse, founder of Hilary Morse PR, and Esha Chhabra, Forbes journalist and veteran business reporter, to discuss what it really takes for health and wellness brands to earn meaningful press coverage. Drawing on decades of experience from both sides of the inbox, they break down how journalists evaluate pitches, what makes a story newsworthy, and the common mistakes that prevent brands from getting media attention. What's covered in this episode: What journalists look for when deciding whether to cover a brand How to craft a pitch that stands out in an overcrowded inbox The biggest PR mistakes founders make and how to avoid them How to create newsworthy stories even when you don't have a product launch The role of clinical studies, trends, and expert commentary in generating media coverage When earned media, sponsored content, and affiliate marketing each make sense Tune in to learn how health and wellness brands can earn more media coverage, build credibility, and create a PR strategy that delivers long-term value!  Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

  8. Jun 17

    Episode #54: Clinical Studies for Pet Health Brands with Susanne Mitschke from Citruslabs

    In this episode, Susanne shares a practical workshop on how pet health brands can design and run clinical studies that generate meaningful results and credible product claims. Drawing on her experience leading Citruslabs, she breaks down the key decisions that shape a successful study, from choosing the right endpoints and study design to recruiting participants and avoiding common pitfalls that can derail research. What's covered in this episode: The most common reasons clinical studies fail and how to avoid them How to choose between consumer perception studies, single-group studies, and randomized controlled trials The benefits and tradeoffs of decentralized versus site-based research How to define inclusion and exclusion criteria that support reliable results What pet health brands should know about study costs, sample sizes, and timelines How clinical evidence can help brands stand out with consumers and retailers Tune in to learn how pet health brands can turn scientific research into stronger product claims, greater consumer trust, and a lasting competitive advantage!  Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com You can also send us your feedback and questions. Email us at hello@citruslabs.com

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About

Welcome to From Lab to Label, a podcast exploring the intersection of science and consumer brands in the health & wellness industry. Through candid conversations, you'll hear firsthand, behind-the-scenes accounts of the challenges and opportunities that arise when engaging your product in a clinical trial. Our guests share their experiences in navigating the road to clinical validation and highlight how seeking product claims drove business success. In each episode, our host Susanne Mitschke (CEO and Co-Founder of Citruslabs) sits down with brand owners to discuss their journey.

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