Canomiks, a life sciences company that offers R&D and pre-clinical services to CPG companies and supplement brands, announced the launch of WhatToTrust, a no-cost, user-friendly platform that provides unbiased, science-based evaluations of wellness products through a product scoring system. The platform was created in response to bold health claims, the rising impact of influencer endorsements, and limited access to reliable data on product quality and science.

WhatToTrust features a database of hundreds of products, including botanicals, vitamins, probiotics, protein powders, and supplements targeting health concerns like menopause, stress, immune health, and sports nutrition.

Each product receives a score of 1 to 10, based on evaluation of the scientific information available on a brand’s website. This includes references to FDA-required tests for ingredient quality, potency, and purity, as well as scientific research such as pre-clinical and human clinical studies. Data is also sourced from reputable databases like PubMed.gov and ClinicalTrials.gov.

Products are assessed in their finished forms and on an ingredient-level basis. Features such as ‘Compare Products’ allow consumers to compare WhatToTrust scores and ingredients. Canomiks does not charge product companies any listing fees, ensuring unbiased scores. If Canomiks performs independent testing on a product, it is clearly noted in the score breakdown.

While many supplement marketers use terms like “science-backed” and “clinically proven,” the referenced products aren’t always supported by robust research. WhatToTrust enables consumers to verify product claims against the scientific evidence and publicly available research, Canomiks noted.

“Consumers deserve access to unbiased, evidence-based information when choosing wellness products,” said Leena Pradhan-Nabzdyk, PhD, founder of Canomiks. “While the supplement industry is regulated, it’s not to the same standard as drugs and devices. Regulatory compliance alone doesn’t guarantee efficacy studies, which are rooted in science. Our WhatToTrust scoring system goes beyond regulatory requirements to incorporate preclinical and clinical research evidence, ensuring products are backed by solid science.”

“Consumers need alternatives to the mainstream narrative that nutraceutical products are unregulated, untested, and unsafe, so providing consumers with product ratings based upon clinical evidence is an excellent counter to that fallacy,” said Elan Sudberg, CEO of Alkemist Labs, a testing laboratory specializing in herbs and fungi.

“WhatToTrust is a centralized, easy-to-navigate resource empowering consumers to make smarter decisions by revealing the science behind their chosen products. It also provides healthcare providers with a reliable tool to confidently recommend trustworthy supplement options,” said Pradhan-Nabzdyk.