From Lab to Label: The Scientification of Consumer Brands

Citruslabs
  • 5.0 (3)
  • 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. 5D AGO

    Episode #45: From Big Pharma to Microbiome Innovation with Bindu Shah from Biocodex

    In this episode, Susanne sits down with Bindu Shah, Chief Marketing Officer at Biocodex, to talk about what it takes to grow a science-first probiotic brand. Drawing on her experience across Johnson & Johnson, Pfizer, GSK, and Haleon, Bindu shares what shifted when she moved from global consumer giants to a family-owned French pharmaceutical company, and how that change has shaped Biocodex’s next chapter. What’s covered in this episode: Bindu’s journey through iconic consumer health brands and what those experiences taught her about building trust. What really changes when you move from a public company environment to a family-owned, science-led business. How Biocodex is refreshing Florastor and expanding beyond traditional probiotic use cases. The growing gut-vaginal connection and what it means for the future of women’s microbiome care. New microbiome areas to watch, from oral health and satiety to gut-mood support. Bindu’s personal wellness routine, including the supplements and habits she relies on daily. Tune in to hear how Biocodex is translating microbiome science into real-world benefits, and why the next wave of women’s health innovation is just getting started!  About Biocodex Biocodex is an international pharmaceutical company founded in 1953, with a mission to improve the health and well-being of women, men, and children worldwide. The company focuses on three core areas of expertise: microbiota care, women’s health, and orphan diseases. As a pioneer in probiotics and intimate health solutions, Biocodex is committed to delivering innovative products while advancing scientific research for the benefit of patients everywhere. Guided by a responsible and sustainable approach, their teams work closely with healthcare professionals and partners to meet evolving health needs across every stage of life. Get in Touch Visit Biocodex’s website: https://www.biocodex.com/en/ Follow Bindu on LinkedIn: https://www.linkedin.com/in/bindu-shah-8077b06/ Follow Biocodex on social media:  LinkedIn: https://www.linkedin.com/company/biocodex/ YouTube: https://www.youtube.com/@biocodexgroup  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

    45 min

  2. JAN 28

    Episode #44: Cracking the Code of Functional Foods with Marc from Supergut

    About a year ago, Susanne sat down with Marc Washington, former CEO and now Founder Emeritus of Supergut, for a thoughtful conversation on how science and personal experience helped shape one of the most talked-about brands in gut health. Marc shares the story behind building Supergut, what he learned along the way about the gut microbiome and metabolism, and how the brand approached clinical studies to stand out as conversations around weight loss and metabolic health began to shift. Get ready for a fascinating blend of research-backed solutions, entrepreneurial grit, and practical advice on taking control of your health: one delicious shake or bar at a time! What’s covered in this episode: The personal inspiration behind Supergut and its commitment to truly functional foods. Why gut health matters for metabolism, appetite control, and overall wellness. Their landmark study design included three arms, CGMs, and multiple biomarkers. Key clinical results showing improvements in blood sugar (HbA1c), weight, and quality of life. How the “Ozempic era” is driving consumer demand for proven, natural alternatives. Expanding into retail and making gut-friendly nutrition more accessible. Future possibilities for partnering with the healthcare industry and beyond. Tune in to this insightful episode to learn how Supergut is bridging the gap between delicious food and cutting-edge science for better health! About Supergut Supergut is on a mission to help everyone feel their best through convenient, great-tasting foods that are scientifically formulated to support a balanced gut microbiome. Founded by Marc Washington in memory of his sister Monica, Supergut is proudly Black-founded, family-inspired, and grounded in rigorous scientific research. With a commitment to being the most evidence-based and transformative nutrition company, Supergut empowers individuals to reclaim and sustain control of their bodies, so you can truly trust your gut with them. Get in Touch Visit Supergut’s website: https://supergut.com/ Follow Supergut on social media: Instagram: https://www.instagram.com/supergut Facebook: https://www.facebook.com/Supergut/ Youtube: https://www.youtube.com/@supergut_ 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.comYou can also send us your feedback and questions. Email us at hello@citruslabs.com.

    33 min

  3. JAN 14

    Episode #43: The New Rules of Retail for Health and Wellness Brands

    In this episode, Susanne sits down with Caroline Grace, Founder of Product & Prosper, and Hunter Stutz, Founder of On Three, to break down what it really takes for wellness brands to win under the new rules of retail. Caroline shares what retail buyers actually look for before they’ll take a chance on your product, from credibility and operational readiness to the cash realities behind a successful launch. Hunter brings the Amazon lens, explaining why some brands avoid the platform, how Amazon can support (not sabotage) an omni-channel strategy, and which performance signals point to real product-market fit. What else is covered in this episode: The three core things buyers want to see before saying yes: credibility, capability, and cash.  How to think about timing your DTC to retail move, and why starting smaller can protect you from costly delistings later. The metrics that matter most across channels, including velocity in-store, conversion rate online, and the supply chain discipline needed to stay in stock. Pricing, fees, and margin planning: distributor cuts, broker commission, trade spend, and why pricing strategy can make or break your retail expansion. Smart ways to prevent channel conflict, including MAP policies, authorized reseller agreements, and retailer-specific SKUs. Tune in to learn how to build demand before you scale, strengthen your buyer pitch with real data, and expand into retail with confidence and clarity!  About Caroline Grace Caroline Grace is the Founder and CEO of Product & Prosper, a growth studio that flips the script on retail success for emerging CPG brands. Through her signature Product & Prosper® Program, Caroline and her team transform promising products into must-stock brands with undeniable traction in just six months. A two-time nationally award-winning poet turned D2C copywriter, GTM marketer, and certified Scrum Master, her vast background spans roles as a social media strategist, creative director, B2B tech sales consultant, and self-published novelist!  About Hunter Stutz Hunter Stutz is the Founder and CEO of On Three, an Amazon consulting agency that helps brands launch, build, and grow their presence on Amazon. With over 9 years of experience in e-commerce, Hunter has helped generate over $300 million in Amazon sales. He has a strong track record of driving growth for brands in a variety of categories, and in industries from small startups to large-scale operations. 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.

    1h 1m

  4. 12/17/2025

    Episode #42: A New Approach to Fertility Health with Kirsten Karchmer from Conceivable

    In this episode, Susanne sits down with Kirsten Karchmer, CEO of Conceivable, to talk about why fertility challenges seem to be rising and what women can do before IVF becomes the default option. Drawing on 25 years as a fertility acupuncturist, Kirsten brings a practical, grounded perspective to reproductive health. Together, they explore how cycle patterns, daily habits, and modern environmental stressors are quietly shaping hormone balance, egg quality, and the ability to stay pregnant, not just get pregnant. What’s covered in this episode: Why more people are struggling to conceive, including a major rise in male infertility. The “staying pregnant” conversation and why miscarriage risk deserves more attention. Why generic fertility hacks fall short, and how targeted lifestyle changes can move the needle. A few of Kirsten’s biggest fertility myth debunks, from Geritol and pomegranate juice to period trackers. How Conceivable uses a virtual care team approach, including nutrition, stress support, and personalized supplements. Kirsten’s own wellness routine, plus why breathwork and walking play a bigger role than most people think. Tune in to hear how Conceivable is helping people connect the dots between cycle health, daily life, and fertility in a way that feels empowering, not overwhelming!  About Conceivable Conceivable was founded by Kirsten Karchmer, one of the first board-certified reproductive acupuncturists in North America, after more than 25 years of working with people struggling to conceive. Through supporting thousands of couples, she saw how often fertility challenges were treated with guesswork rather than clear, individualized care. Built on a belief that fertility reflects overall health, Conceivable offers a more personalized approach, using targeted insights and custom supplement packs to address the underlying factors that can impact conception. Their mission is simple: make effective fertility support more accessible, thoughtful, and grounded in real outcomes. Get in Touch Visit Conceivable’ website: https://conceivable.com/ Follow Conceivable on social media:  LinkedIn: https://www.linkedin.com/company/conceivable/ Instagram: https://www.instagram.com/conceivable.official/ 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

    45 min

  5. 12/03/2025

    Episode #41: The Rise of Seed Cycling with Terry & Ulrike from Two Moons

    In this episode, Susanne chats with co-founders Terry Chang and Dr. Ulrike Kaunzner of Two Moons, a women’s health brand focused on PMS and PMDD through seed cycling. With Terry’s legal background and Ulrike’s work as a neurologist and assistant professor at Cornell, they’ve shaped a brand that sees hormonal health as a blueprint rather than a problem. Together, they are rethinking what it means for women to understand their cycles, advocate for themselves, and feel genuinely supported by both products and community. What’s covered in this episode: How a clothing swap and a conversation about PMDD sparked the idea for Two Moons. Why so many women stay quiet about PMS and PMDD, and how the pace of daily life can leave cyclical bodies overlooked. The basics of seed cycling and how Two Moons blends key seeds with psyllium and chasteberry. How Ulrike’s clinical background shapes her view on hormone testing and integrative care. How their campus events mix wellness, hormone education, and leadership conversations. Why their Citruslabs clinical study was essential for validating PMS and PMDD symptom changes. Where women’s health is headed, from growing cycle literacy to unexpected skin improvements. Tune in to discover how Two Moons is pairing science, tradition, and real conversation to inspire a more cycle-aware future!  About Two Moons Two Moons was born from the friendship of two women, a doctor and a lawyer, who bonded over music, purpose, and a shared vision to make a meaningful impact on women’s health. With firsthand experience of the monthly challenges associated with hormonal fluctuations, they questioned the one-size-fits-all solutions like birth control and antidepressants. Inspired by the belief that the body can find balance through nature, they created the first seed cycling capsule on the market. Their mission: to elevate the wellness, performance, and joy of women in all aspects of life; naturally and effectively. Get in Touch Visit Two Moons’ website: https://twomoonshealth.co/ Follow Two Moons on social media:  LinkedIn: https://www.linkedin.com/company/two-moons-health/ Instagram: https://www.instagram.com/twomoonshealth 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

    43 min

  6. 11/19/2025

    Episode #40: The Future of Respiratory Wellness with Chris & Nick from Betterbrand

    In this episode, Susanne chats with CEO Nick Rosario and Co-founder Dr. Chris Jackson of Betterbrand, the company pioneering a new category in lung health. Nick’s path from postal worker to CEO and Dr. Chris’s background as an infectious disease researcher and military medic together shape Betterbrand’s unique approach. The company blends personal experience with clinical expertise to rethink how we care for our lungs in a world of smoke, pollution, and environmental stressors. What’s covered in this episode: How Nick and Dr. Chris teamed up and built Betterbrand from scratch. Why lung health is often overlooked, and what it takes to create a brand-new category. The science behind Betterbrand’s formulas, including mullein, chlorophyll, and NAC. How their Citruslabs clinical study validated the tincture and helped combat counterfeits. The future of respiratory wellness, from vaping risks to environmental exposures. Why lung health requires a daily routine, and how their community drives product innovation. Tune in to discover how Betterbrand is bringing science, validation, and real-world storytelling to respiratory wellness, helping people rethink the importance of every breath!  About Betterbrand Betterbrand was founded by Dr. Chris, a former Army Combat Medic and Doctor of Pharmacy, with a mission to bridge the gap between natural wellness and science. After witnessing the limitations of traditional medicine and searching for better solutions for his own family, Dr. Chris launched Betterbrand to deliver effective, plant-based products backed by clinical research. The company’s core philosophy combines modern science with the healing wisdom of nature to provide natural remedies that work, without relying on pharmaceutical shortcuts. Get in Touch Visit Betterbrand’s website: https://www.trybetterbrand.com/ Follow Betterbrand on social media:  Facebook: https://www.facebook.com/betterbrandhealth Instagram: https://www.instagram.com/betterbrandhealth/ TikTok: https://www.tiktok.com/@betterbrandhealth 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

    40 min

  7. 11/05/2025

    Episode #39: The Evidence Behind Better Cycle Health with Alice from DITTO

    In this episode, Susanne chats with Alice van der Schoot, founder of DITTO, a science-led brand on a mission to redefine how we understand and support menstrual health. With a background in neuroscience and a PhD in nutrition science, Alice bridges the gap between cutting-edge research and real-world solutions for PMS and PMDD. Through evidence-based education and clinically validated supplements, DITTO is helping people take back control of their cycles, one symptom at a time!  What’s covered in this episode: How Alice’s background in neuroscience and nutrition inspired her to launch DITTO. The science behind DITTO’s targeted ingredients and beadlet biotechnology. What sets DITTO apart from generic women’s health supplements. The results of DITTO’s clinical study and what it uncovered about PMS symptom relief. The challenges and opportunities in women’s health, from diagnosis delays to systemic change. Why Alice believes nutrition research could unlock new treatments for endometriosis. Tune in to discover how DITTO is bringing science, transparency, and empathy to women’s health, empowering people to better understand their bodies and feel their best every month. About DITTO DITTO is a science-led women’s health brand that bridges cutting-edge research with real results. Each ingredient is backed by high-quality clinical trials and chosen for its proven impact on menstrual cycle symptoms. Taken daily, DITTO supports the body proactively through every phase of the cycle to help reduce and prevent PMS and PMDD symptoms. DITTO is redefining menstrual wellness with science, transparency, and care. Get in Touch Visit DITTO’s website: https://dittodaily.com/ Follow DITTO on social media:  Instagram: https://www.instagram.com/ditto.daily TikTok: https://www.tiktok.com/@ditto.daily 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

    38 min

  8. 10/22/2025

    Episode #38: Building a More Sustainable Plate with Green Chef

    In this episode, Susanne chats with Kasia Feng and Taara Ness-Cochinwala, General Managers at Green Chef, the organic meal kit brand from the HelloFresh Group that’s transforming how people approach healthy eating. With a focus on organic ingredients, sustainability, and transparency, Green Chef is proving that clean eating can be both effortless and delicious. As pioneers in the wellness food space, Kasia and Taara share how their data-driven yet deeply human approach has helped Green Chef stand out in an ever-evolving industry. What’s covered in this episode: Kasia and Taara’s career journeys, from consulting and agency life to leading one of the most innovative meal kit brands in the U.S. How Green Chef’s small but mighty all-women leadership team drives the brand’s growth and creativity. The brand’s philosophy of “failing forward” and what happens when a breakfast experiment doesn’t go as planned. Insights from Green Chef’s clinical trial that proved its meal kits help customers eat healthier and feel better. The brand’s commitment to clean ingredients, sustainable sourcing, and reducing food waste. Tune in to discover how Green Chef is reimagining mealtime with food that’s good for you, good for the planet, and backed by science. About Green Chef Green Chef is the #1 Meal Kit for clean eating, committed to creating meals that are good for your taste buds, your body, and the planet. The brand sources high-quality, nutrient-dense ingredients such as organic produce, cage-free eggs, antibiotic and hormone-free chicken, and sustainably sourced seafood. Dietitian-approved recipes are designed to nourish a healthy lifestyle, while expert chefs ensure every meal is flavorful, balanced, and satisfying. Get in Touch Visit Green Chef’s website: https://www.greenchef.com/ Follow Green Chef on social media: Facebook: https://www.facebook.com/GreenChefPage/ Instagram: https://www.instagram.com/greenchef LinkedIn: https://www.linkedin.com/company/green-chef/ 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

    35 min
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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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