Innovation at Golden Naturals

Innovation is key: every year we launch new products and adapt our existing range as necessary. So that it always meets current standards and consumer demand. We use ingredients approved by EFSA (European Food Safety Authority) and add branded ingredients: valuable and clinically proven bioactive substances that not every brand uses. These ingredients boost the broad effects of our products.

“Product development is primarily driven by our body’s needs. In doing so, we always combine the best of science with the best of nature.”

Jan-Dirk Troost – product developer at Golden Naturals

A lot precedes the launch of a new product: we test Jan-Dirk's product proposals internally with a Golden Naturals team assembled from various disciplines including Quality, Sales and Marketing. Using a specially designed confrontation matrix, we carefully weigh all aspects of a product proposal. This focuses on the benefit of the product in relation to the user's core need. Does the idea score an 8 or higher? Then it has potential and we will really roll out the concept. If not? Then we go back to the drawing board or the idea ends up in the bin. After all, we only want the best on the shelves. In this way, over the years we have built strong brands with products that do what they promise and make the difference consumers are looking for.