At Morgen is Nu, we believe health starts with trust. Trust in what you use, where it comes from and how it is formulated. That is why we choose our products based on their contents, safety and integrity, rather than trends or quick promises.
Every product in our webshop is the result of a careful, ongoing selection process. That process goes beyond simply looking at ingredients. We assess suppliers, formulations, processing, packaging and the information provided, and continue to do so even after a product has joined our range. This helps you choose with peace of mind.
Contents
- Our promise to you
- How our product selection works
- The role of our quality manager
- What we look for when selecting products
- Safety and laboratory testing
- Making considered choices, every day
Our promise to you
Everything you find here has been carefully scrutinised. We aim for products that are as pure and natural as possible, work effectively and are safe to use. Transparency is essential to us: you should be able to understand what you are using and why it has been included in our range.
Sometimes this means we decide not to stock a product. Sometimes it means working with a supplier to make changes. And sometimes we make considered compromises, for example to offer comparable products at different price points. We never make these choices lightly, and your health is always our starting point.
How our product selection works
Our product selection is not a one-off assessment, but an established process with several stages. As soon as we consider a new product or brand, we begin an assessment focused on quality and safety.
The role of our quality manager
Our quality manager Ruby plays an important role in this. She assesses each product in detail before it is added to our range. She looks beyond what is on the label, examining the supporting documentation, analyses and safety aspects too. A product only becomes available in our webshop once every stage has been completed and approved.
That attention continues afterwards. With every new delivery, we check again that everything still meets our requirements. This ensures quality is maintained at all times.
What we look for when selecting products
1. The supplier: the foundation of quality
A good product starts with a reliable supplier. We therefore always look at a supplier's reputation, experience and expertise, and how they manage food safety. Certifications such as HACCP or GMP are important, but a willingness to be transparent and share documentation is at least as important.
We only work with suppliers we expect to be able to meet our requirements for quality, safety and integrity consistently.
2. The active ingredient: the heart of the product
The active ingredient is at the heart of every supplement or health product. That is why we examine it particularly carefully. We assess where an ingredient comes from, how pure it is and whether the body can absorb it well. We also take a critical look at the form in which an ingredient is used and whether it suits the purpose of the product.
Safety also plays a major role. Ruby always assesses whether the dosage complies with current legislation and regulations and whether it is supported by large-scale safety research. To do this, she consults sources such as guidelines from various regulators and authorities, including EFSA (European Food Safety Authority), EMA (European Medicines Agency), the Health Council of the Netherlands and scientific sources. Only ingredients that are safe to use and serve a functional purpose are considered.
3. Our approach to GMOs and allergens
We always choose GMO-free ingredients. Wherever possible, we also prefer products that are free from hidden allergens and suitable for vegetarians or vegans.
This is not always possible. Some high-quality raw materials, for example, are obtained using an allergen, such as soya (in natto), milk (in the extraction process for ashwagandha KSM-66) or mustard (as a base for vegetable glycerine).
In these cases, we believe transparency is essential. We always clearly state these allergens, even when they are not present as a final ingredient in the product but have been used during extraction or production. This goes beyond the legal requirements. It means you know exactly what you are using and can make an informed choice.
4. Excipients: only what is truly needed
Excipients are sometimes needed to keep a product stable or make it pleasant to use. Yet they do not always contribute to its effectiveness. That is why our principle is to use as few as possible, and only when they serve a purpose.
We prefer clean-label ingredients and avoid unnecessary additives. Here too, we consider safety, dosage and potential allergens. As far as we are concerned, if your body does not need it, it does not belong in the product.
5. Processing: preserving natural quality
The way a product is processed has a major impact on the quality of the end result. High temperatures or excessive exposure to light or oxygen can damage sensitive substances. We therefore look for products that are processed as gently as possible.
Where possible, we avoid high temperatures, limit exposure to light and oxygen, and rule out irradiation. This keeps active ingredients as intact as possible and helps products retain their natural potency.
6. Packaging and information: protection and clarity
Packaging also plays a role in quality and safety. Good packaging protects the product from light, air and moisture, helping to preserve its shelf life and effectiveness. We also look for environmentally friendly options wherever possible.
We consider the information on the label just as important. It must be clear, accurate and compliant with Dutch and European legislation. Where necessary, we amend labels to ensure that dosages, claims and warnings are correct. That way, you always know what you are using and how to use it safely.
7. Safety and laboratory testing: trust backed by evidence
We do not assume safety; we substantiate it. That is why we use certificates of analysis (CoAs). These documents summarise the results of various laboratory tests.
- microbiological safety
- potential chemical contaminants, such as pesticides or heavy metals
- verification of dosages and active ingredients
All findings are recorded in a product safety assessment. A product is only released for sale once this assessment has been approved. We remain vigilant afterwards too: with every new delivery, we check again that everything still meets our requirements.
Making considered choices, every day
Quality is not a fixed endpoint, but an ongoing process. That is why we keep learning, checking and making adjustments, taking account of new insights from science and practice.
At Morgen is Nu, we make considered choices. For products that meet our standards. For transparency. And for your health.
Questions? We're happy to help
Do you have questions about our product selection or a particular product? Our team is happy to help, so you can choose with confidence.
