Sales gone flat? Last launch flopped? Cash to invest?

Know it'll sell before you make it.

We can be your

Test an idea See what you get For supplement, health, beauty, food, household and pet brands.

Formula Facts

Serving size 1 product decision
Servings per pack everything you need to launch

Amount per packIncluded
Amazon search & sales
Social momentum
Google trend direction
Live sales data
Cost to make
Gut feeling100%
Trend reportsTrace

Ingredients: search volume, sales estimates, price points, review mining, TikTok trends, Pinterest trends, Reddit threads, Google Trends, live conversion data, cost per unit, minimum orders, margin. Contains no guesswork.

*Daily value not established for hunches.

Sound familiar?

Most brands come to us because something's stuck. Tick anything that sounds like you, and we'll show you where we'd start.

Growth has stalled

Cash to put to work

Things going wrong

New directions

Who's making the call

Most products get made on a hunch.

Here's how a lot of NPD works. A Mintel report, a trip to a trade show, a look at what Holland & Barrett have on the shelf, and a gut feeling dressed up as a strategy. Nobody checked how many people are searching for it, what they're paying, or what they hate about what's already out there. That's not a strategy. That's an expensive guess.

Five ingredients.
One formula.

Every recommendation is built from the same five sources. When they all agree, you've got something. When they don't, you'll know why before you've spent a penny.

SearchMomentumDirectionSalesCost
Protein powder being scooped into a tub

What people are searching for

Amazon is the closest thing the UK has to a live record of what people want to buy. Search volumes, sales, prices and reviews, by keyword and by product.

Helium 10Product Opportunity ExplorerBrand AnalyticsKeepa
Abstract green botanical render

What's taking off

TikTok, Pinterest, Reddit and social ads show what people are talking about before it reaches search. That's where you catch a trend early, not after it's peaked.

TikTok Creative CenterTikTok Shop dataPinterest TrendsRedditMeta Ad Library
Hand holding a bottle of green drink

Where it's heading

Search trends show whether interest is climbing, flat or fading, and whether it's seasonal. The difference between launching into a wave and launching just after it.

Google TrendsGoogle search dataExploding Topics
Camera inspecting products on a production line

What actually sells

We run brands day to day, so we see real sales and conversion data, not estimates. What real products in real categories do once they're live.

Live accountsAnonymised
Robotic bottling line at a manufacturer

What it costs to make

Years advising a UK contract manufacturer means every idea gets checked for cost per unit, minimum orders and margin. A product that sells but can't make money isn't a product.

Cost per unitMOQsFeesMargin

The pack.

Every project ends with one. Not a slide deck of trends, a working document you can make decisions from, and launch from.

The full pack also covers competitors, customer language, positioning, risks, a sales forecast and a manufacturer brief you can send straight to a factory.

Fact & FormulaLaunch plan

Launch plan

Which channel first, the keywords to go after, what it costs to compete and the first 90 days.

Fact & FormulaThe numbers

The numbers

Target cost per unit, price point, fees, margin and minimum order. Whether it makes money, before you make it.

Fact & FormulaThe product

The product

Format, key ingredients, dosages, pack size, and the claims you can and can't make.

Fact & FormulaGaps

The gaps

What customers complain about in the products already out there, and what nobody's offering yet.

Fact & FormulaDemand

Demand

Search volumes, sales and prices across Amazon and Google, and whether it's rising, peaking or fading.

Fact & FormulaPage one

The verdict

Go, change it, or don't. On page one, not buried on page forty.

GO

How it works.

Brief

A call about your brand, your margins, your channels and what you're trying to achieve.

Research

We pull the data from every source and work through it properly. No templates.

Verdict

A straight answer, with the numbers behind it.

Hand over

You get the pack and the brief, ready to take to your manufacturer.

Three possible answers.

Every pack lands on one of them. Try them.

The data backs it.

There's demand, room to compete and a margin worth having. You get the full brief and launch plan, ready for your manufacturer.

Right idea, wrong version.

People want it, just not quite like this. We'll show you what to change: the format, the price, the pack size or the angle.

Save your money.

Nobody's searching for it, the market's already crowded, or it can't make a margin. You find out now, not after the stock lands.

Ways to work together.

Opportunity Report

Where should we go next?+

A category pulled apart with data. Where the demand is, where the gaps are, and which products are worth making.

For when your best seller has peaked and you don't know what's next

Concept Validation

Is this idea any good?+

You bring the idea, we test it against every source. You get a clear verdict before you spend on formulation, packaging or stock.

For when you've got an idea and can't afford it to flop

Product Brief

What exactly should we make?+

The full pack, ending in a spec ready to send to a manufacturer. Ingredients, format, packaging, claims, target cost and price.

For when you know what to make and need it made right

NPD Retainer

What should we launch this year?+

An ongoing pipeline of data-backed ideas, with the best ones taken all the way to a brief.

For when you've got cash to invest and want a pipeline, not one-offs

Where we stop. We do the thinking, you do the making. The brief goes to your manufacturer. If you haven't got one, we can point you to people we trust.

See exactly what you get.

Sample pages from every pack, to flip through or download.

Every aisle has its own rules.

Each category is a different job, with different searches, formats and regulators. Pick yours to see what we look at and what you'll need to check.

Not on the list? If people search for it, there's data worth looking at. Tell us what you're working on.

Nothing to sell you except the answer.

A factory to fill.
Ingredients to push.
Commission on your order.

Sometimes it's don't.

The most useful thing we can do is stop you spending thousands on stock for a product nobody's searching for. If the data says no, we'll tell you, and we'll show you why.

Daniel Whalley

Daniel Whalley, founder

We've seen what happens after launch.

Fact & Formula was founded by Daniel Whalley, who has spent ten years running supplement and FMCG brands on Amazon. That means we've seen which products sell, which ones sit in a warehouse, and why.

Daniel ran a supplement brand's whole account in-house for two years, NPD included, and took it from zero to £15k a day. He spent years in an advisory role with HTC Health, a UK contract manufacturer, which is where our view of what can actually be made, and what it costs, comes from. And through our sister agency, rankhouse, we still run brands day to day, so the data we work from is current, not historic.

10years in supplements and FMCG
£100M+in sales generated on Amazon
£15ka day, from zero, for one supplement brand

One lead. The right specialists.

Every project is run by Daniel. Around him is a network built over ten years across chemicals, food and drink, health and supplements, and each specialist is brought in when the project needs them. Tap a role to see what they check.

Daniel Whalley

Founder. Leads every project.

Ten years running supplement and FMCG brands on Amazon. Daniel sets the question, works the data, writes the verdict and decides who else needs to be in the room.

  • The question worth answering
  • The data and the verdict
  • Who gets brought in

Regulatory

Can it be sold, and what can it say?

Specialists from food, supplement and cosmetic regulation who know which ingredients, doses and claims will stand up in the UK.

  • Ingredient and novel food status
  • Permitted claims and wording
  • Label requirements
  • Where a product tips into medicine

Compliance

Will the platforms accept it?

People who've taken products through marketplace and retailer checks, so a listing doesn't get blocked after the stock has landed.

  • Amazon restrictions and approvals
  • Dangerous goods and hazmat
  • Safety documents and test reports
  • Retailer requirements

Data and insight

Is anyone actually looking for it?

The research behind every pack. Search, sales, social and review data, cleaned up and turned into a straight answer.

  • Search volumes and trends
  • Sales and price data
  • Review and complaint mining
  • Forecasts and seasonality

Manufacturing

Can it be made, and for what?

From the factory side. What can be made, at what minimum order, in what format and at what cost per unit.

  • Formulation feasibility
  • Cost per unit and MOQs
  • Packaging and formats
  • Lead times

Category specialists

What does this aisle know?

People who've spent careers inside one category, from chemicals to food and drink, health and supplements. They know the formats, the buyers and the mistakes.

  • Category norms and pitfalls
  • Format and pack conventions
  • Retail buyer expectations
  • What's been tried before

You deal with one person and get one verdict. As specialists join projects with us, we'll introduce them here by name.

Questions.

Is this only for products sold on Amazon?

No. Amazon is the best source of buying data in the UK, so it's where the research starts, but the products can be sold anywhere: your own site, retail, wholesale or all of them.

Do you make the product?

No. We do the research and write the brief. You take it to your manufacturer. If you haven't got one, we can point you to people we trust.

Which categories do you work in?

Supplements and health are home turf. We also work across beauty, food and drink, pet, household and cleaning, baby and sports nutrition. If people search for it, there's data worth looking at.

What if my idea isn't any good?

Then we'll tell you, with the numbers to show why, and usually what to make instead. That's the point of doing this before you spend on stock.

Do you help with claims and compliance?

The pack covers which claims are realistic, which ingredients to watch and any platform restrictions. Final label and regulatory sign-off should still sit with your manufacturer or a regulatory specialist.

How do I know if I need this?

If your best seller has peaked, your last launch didn't sell, or you've got cash to invest and no clear next product, it's worth a conversation. Tick what sounds like you in Sound familiar? and you'll see where we'd start.

Is my idea kept confidential?

Yes. Everything is under NDA as standard.

Do I need to be a rankhouse client?

No. Fact & Formula is separate. You don't need to sell on Amazon, and you don't need an agency.

Got an idea? Let's check it.

Tell us what you're working on. We'll come back within two working days with how we'd approach it and what it would cost.

Or email hello@factandformula.co.uk