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A six step process for effective expansion
Understand the opportunity and requirements
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
The European Commission has updated its Novel Food Catalogue to classify 34 probiotic strains as not novel when used in food or food supplements. The practical consequence is significant: brands with supplement products containing any of those 34 strains no longer require a Novel Food authorization to sell those products in the EU. For US supplement brands, this removes one of the most time-consuming and costly regulatory barriers on the path to EU market entry for probiotic products.
The EU Novel Food Regulation (EU) 2015/2283 requires that food ingredients without a significant history of consumption within the EU before May 15, 1997 obtain Novel Food authorization before being placed on the EU market. Novel Food applications are detailed dossiers reviewed by EFSA, typically taking 18 to 24 months and significant investment. The updated Catalogue classification for these 34 probiotic strains means brands selling products containing them no longer need to complete that application, because the strain is treated as a conventional food ingredient. The update specifically covers strains when used in food and food supplements, not all applications.
The Commission's update also signals the direction of further regulatory activity in 2026. Separate Novel Food applications for fennel, berberine and hydroxycitric acid are currently under EFSA review, with final decisions expected during 2026. For supplement brands with products containing any of these ingredients, the EFSA timeline matters, because a positive decision could open EU market access for those ingredients in the same way the probiotic Catalogue update has for the 34 strains, while a negative decision would close it. Both outcomes should be built into EU product range planning now rather than addressed reactively.
For US supplement brands with probiotic products, the Catalogue update is a meaningful market access development, but it requires verification against the specific strains in your formulation. Not all probiotics are on the list. Expandly includes EU supplement regulatory mapping as part of market entry onboarding, covering Novel Food Catalogue status, health claim restrictions under Regulation (EC) 1924/2006, and EFSA authorization requirements for specific ingredients.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The Novel Food Regulation was introduced to protect consumers from ingredients with unknown safety profiles, and in its early years it was applied broadly, treating any ingredient without documented pre-1997 EU consumption as novel by default. This Catalogue update reflects a more mature approach, where a well-characterized probiotic strain with established safety is reclassified as not novel, removing a process burden that no longer serves a protective purpose. For a US supplement brand, the EU probiotic market, one of the fastest-growing supplement categories in Europe, is now more accessible for well-documented formulations. Expandly's compliance-first onboarding begins with formulation and label review against EU maximum levels, then maps Novel Food Catalogue status, health claim permissions and any member state restrictions, so brands confirm the legal position of their specific strains before committing rather than after.
Novel Food Authorization Timeline
A Novel Food authorization application under Regulation (EU) 2015/2283 involves a full safety dossier to EFSA, a risk assessment typically taking 18 to 24 months, and Commission adoption of the decision. For US supplement brands, the Catalogue reclassification of 34 probiotic strains removes that entire process for those specific ingredients.
18-24 mo
typical EFSA review timeline for a Novel Food authorization application, removed for the 34 reclassified probiotic strains
Supplement demand
Regular supplement use is mainstream rather than niche, which is what makes a strain reclassification commercially significant. A cleared strain can go straight into a product aimed at a large and habitual audience.
43%
of global consumers use supplements at least weekly, in a consumer health and nutrition survey
Compliance-First Onboarding
For supplement brands, Expandly begins with formulation and label review against EU maximum levels. From there, VAT registration, marketplace setup and EU-local fulfilment follow in the right order.
2,000+
brands expanded with Expandly