I am former Associate Professor of Human Physiology and have spent over 10 years researching and advising individuals, athletes and companies on nutrition, supplements and health physiology. You can view my publication record here:

https://www.researchgate.net/profile/Matthew-Higgins-10

In addition to my PhD, I also BSc (1st class) and BBA (2:1) degrees from highly reputable institutions.

I work with supplement brands, health and wellness startups, consumer health companies, agencies, and investors. Most clients are developing new products, refining existing ones, or evaluating the scientific credibility of a concept.

Typically at one of three points:

• Early-stage: to assess whether a product concept is scientifically credible

• Pre-launch: to review claims, positioning, and formulation

• Post-launch: to improve or reposition an existing product

Early involvement tends to reduce risk and avoid costly changes later.

I support formulation as part of a broader product strategy. This includes ingredient selection, dosing rationale, and ensuring the formulation aligns with the intended claims and positioning.

I do not operate as a low-cost formulation service; my focus is on ensuring the product is scientifically credible and commercially viable.

Yes. I assess what can realistically and defensibly be claimed based on the available evidence, and identify areas of scientific or regulatory risk.

Where required, I align recommendations with frameworks such as EFSA, FSA, and DSHEA, depending on your target market.

I review the relevant literature, assess the quality and consistency of the evidence, and identify what is robust, uncertain, or overstated.

The focus is not just on summarising research, but on interpreting it in a way that informs product, claims, and positioning decisions.

Most projects begin with a clearly defined scope (e.g. product review, claims assessment, or strategy work).

I then review the relevant evidence and provide structured recommendations, which can be applied directly or developed further through ongoing advisory support.

Yes. I work with clients across the UK, US, and other international markets, taking into account relevant regulatory frameworks where required.

Projects are scoped based on the specific product, evidence base, and level of analysis required.

If you are unsure which service is most appropriate, you can submit an enquiry and I will recommend the right approach.

Yes, if you need clarity on whether an idea is scientifically credible before investing further in development, branding, or marketing.

When is this not the right fit?

This is not a fit if you are looking for:

• low-cost quick fix formulation work

• basic copywriting without scientific input

• general wellness advice without a product or decision focus

My work is focused on evidence-based decision-making in a commercial context.