How New Brands Can Win Over Top Supplement Manufacturers
Did you know most leading supplement manufacturers intentionally turn down small new brands—even the promising ones? They prefer huge guaranteed orders from established businesses, leaving startups to feel risky and overlooked.
But here’s the truth: emerging brands can win their way in if they show up prepared. Drawing from 20 years in supplement compliance, I’ll show you a proven strategy to get top-tier manufacturers excited to partner with you, plus how to spot the bad actors and avoid costly mistakes.
Key takeaways
Manufacturers filter you too. Not every “manufacturer” is legitimate—rule out brokers fast.
Clarity wins. A specific formula, audience, and plan make you look like a long-term bet.
Professionalism matters. Calm, decisive, prepared founders get attention even with small orders.
Partnership mindset. Treat it like a relationship, not a transaction, to get more support.
Step 1: Rule out the wrong manufacturers
This isn’t just about whether they want to work with you. You’re qualifying them too. Before blasting every supplier on Google, ask sharp questions to separate pros from pretenders:
Can you arrange third-party testing?
Can my QA consultant review your documentation?
Can you send me your NDA along with your sales contract?
How do you handle mistakes or quality issues?
Are you a broker?
A real manufacturer will welcome these questions. A shady one will dodge them—and you’ll know instantly who not to trust.
Step 2: Show you’re worth betting on
Top manufacturers are slammed with orders from major clients. To get attention, prove you’re not a one-and-done customer. Here’s how:
Know your formula. Be specific about your ingredients, packaging preferences, and testing expectations.
Know your audience. “Gym-goers” is vague. “Men 45–55 concerned about declining testosterone” is precise.
Show your plan. Whether it’s distribution, e-commerce experience, or prior business success—give them confidence you’ll reorder.
Communicate purpose. Underdog brands with vision inspire manufacturers to go the extra mile.
Step 3: Build trust through professionalism
Good manufacturers avoid chaos. Disorganized founders who constantly change formulas, request endless quotes, or promise volumes they can’t back up quickly get ignored.
Stand out by:
Having a clear vision (what your product is for, who it’s for, and why it matters).
Knowing your formula 90–95% before asking for quotes.
Setting realistic expectations on order sizes and timelines.
The easier you make their job, the more proactive they’ll be in helping you succeed.
Step 4: Think long-term partnership
Manufacturing isn’t a one-off transaction. It’s an ongoing relationship built on communication and problem-solving. Issues will arise—unexpected test results, price changes, or delays. How you respond matters.
Stay calm. Don’t panic or point fingers; work toward solutions.
Be professional. Treat them as a partner, not a vendor.
Be transparent. Share honest budgets, timelines, and constraints.
Do this, and even busy manufacturers will give your project more attention than your order size might justify.
Q&A: Working with supplement manufacturers
Q: Do manufacturers handle R&D for me?
Not usually. Their “R&D” is often about taste, smell, or appearance—not clinical substantiation. Backing claims with science is your responsibility.
Q: What if I don’t know what to ask in quotes?
Most new founders don’t. That’s why training or consulting upfront helps you avoid confusion, overages, and wasted time.
Q: How can I prove I’m serious if I don’t have sales yet?
Show a clear niche audience, a strong plan, and an intent to build multiple products—not just a one-off. Manufacturers back founders who look long-term.
Q: How do I know if a “manufacturer” is really a broker?
Ask directly, request their FDA registration, and confirm whether they own production lines for your dosage form (capsule, softgel, gummy, etc.).
Final thoughts
Top supplement manufacturers rarely chase small brands. But they do make room for new founders who show up prepared, specific, and serious.
By ruling out shady brokers, clarifying your formula and audience, demonstrating a real growth plan, and treating manufacturing like a partnership, you’ll transform from a “risky new account” into someone worth betting on.
Calls-to-Action
Book a 1:1 Consultation (Startups & Emerging Brands)
Two focused hours to review your concept, claims, formula, and packaging—plus concrete compliance next steps.
Enroll in SSET — Supplement Startup Essentials Training (Pair it with a consult for best value)
On-demand training that teaches you how to vet manufacturers, set testing & stability, build substantiation files, and avoid costly missteps. Includes our vetted contract manufacturer list.
Contact Us (Established Brands / Due Diligence & Retail Readiness)
Need a full compliance tune-up before investor diligence or retail expansion? We’ll audit your systems, fix gaps, and package your dossier.
About Blue Ocean Regulatory
Blue Ocean Regulatory helps supplement and functional food brands launch and scale compliance. Core specialties include FDA/FTC label & claims review, substantiation dossiers, cGMP programs, manufacturer vetting, test & shelf-life strategies, and retailer/investor readiness. Our goal: build brands that last—and pass.