Risa Schulman, PhD, president of Tap-Root consultancy, dishes on the fundamentals of effective product claims. The secret to keeping regulators away is to get your Science and Marketing people on the same page early on. Check out this one-minute video interview with Functional Ingredients editor-in-chief Todd Runestad.

For more in the Functional Ingredients How-To Series, check out these one-minute wisdoms:

> How do you keep the FDA off your back?

> How do you ensure your botanical ingredients are not adulterated?

> How do you select the right probiotic strain for your product?

> What is the secret to building a successful nutrition brand?

> What can industry do to address consumer concerns about GMOs?