After holding key leadership roles at KoRo and AG1, I started my own consultancy in summer 2025.
I’m fluent in EU health-claims regulation, a deep thinker, and eager to leverage my expertise in partnership with ambitious and hungry food, beverage and supplement brands on a mission to make the world healthier.
»Jan has a truly unique combination of skills. He can go deep on science, product & nutrition, while finding creative and compelling ways to communicate brand position & product benefits to stakeholders & customers alike. Combined with his agility, speed and collaboration, he’s a real asset to any business.«
Pia Villa, VP Growth EU, AG1 (formerly Athletic Greens)
What I Offer
What is the most important thing when it comes to something you put into your body? Trust.
Not the calories in a food, not its functional value, not its nutrient density, not the ‘high protein’ label on the packaging.
None of that matters if there is no trust.
Ultimately, everything I do contributes to brand trust.
Product
The best marketing always starts with products that make a difference. I help brands elevate their product portfolio, develop innovation platforms and give R&D impulses that create a real competitive advantage. Moreover I compile product-centric competitor audits to inform innovation strategies.
There can be no trust if the product is not trustworthy.
Marketing
Putting great products first—in the minds of your audience. Through pull marketing, precise brand positioning, and targeted campaign development, I ensure your message sticks.
I work with brands on trust-building marketing campaigns, creator/influencer selection and credible expert testimonials.
Benefits
Defining the core problem your product solves. I optimise health claims, guide science & research strategy (scientific affairs), and design benefits & education frameworks.
This messaging aspect of any food and supplement brand is particularly important when it comes to trust. After all, false or exaggerated benefit claims can damage hard-earned trust in an instant.
Messaging
Compelling yet compliant! I help brands craft compelling storytelling, articulate a strong value proposition, and develop a distinctive benefits messaging within regulatory guidelines. Together we are developing a unique, modular messaging playbook that delivers a single minded message across all relevant channels.
Compliance
I believe that every brand can use the regulatory hurdles of EU food law (health claims, etc.) to its advantage. I do compliance audits of all content, messages and labels for regulatory compliance and suggest strong alternatives in case of violations – depending on the complexity together with experts from my network.
While I primarily work with brands in Germany, Austria and Switzerland, I help global brands get into business in Europe.
Why Work With Me
- Compelling yet compliant: Some don’t care about legal compliance at all, others play it so safe that it no longer sticks. Let’s do better together!
- Scientific Excellence: If relevant to the brand, my 10+ years of experience in scientific excellence make me a top partner when it comes to effective science communication.
- Regulatory Agility: Trust me, I’ll find a way, even if the regulatory hurdles seem gigantic at first. Rule number one: don’t just say “ not possible”, but find a viable alternative.
- Let’s make it a fun experience: Because we work together to achieve ambitious goals, let’s do so with a pinch of calmness and fun.
What I believe in
- Show, don’t tell.
- Trust is a key business metric.
- Everyone talks about having the best quality. It is not enough to simply say that you have the best quality.
- Ask yourself: What is the basic evolutionary problem that your product solves?
- Talk to your customers. Not via survey or your junior activation managers. Every leader needs to have some (virtual) face-to-face conversation with real customers on a regular basis.
- Health claims are not a restriction, but a buffet that you can serve yourself.
- Don’t burn money with marketing if you know your product sucks. Make a better product first.
This is the short list.
If you’re interested, let’s have a call to discuss the long list.
Let’s talk
Choose a time that works for you 🙂