After holding key leadership roles at KoRo and AG1, I will be starting 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
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.
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.
Benefits
Defining the core problem your product solves. I optimise health claims, guide science & research strategy (scientific affairs), and design benefits & education frameworks.
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.
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 should be 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 🙂