{
  "generatedAt": "2026-06-02",
  "scope": "First end-to-end pilot batch for the 4 new PDP sections (Scientific Studies, Timeline/Results, Comparison Tables, FAQs) per the 21 May + 1 June Looms from Umar.",
  "voiceNotes": [
    "Scientific Studies bodies lead with the CUSTOMER OUTCOME (catchy hook), then weave the citation in — matching Heights ('Proven in gold standard testing — 50x more effective…'), Nothing Fishy ('VeCollal® is the plant-based, proven formula for looking and feeling your best'), and Ritual ('Put the fiiiiiiiine back into lines').",
    "Comparison tables NEVER name specific competitor brands — they use generic category labels ('Bovine Collagen', 'Standard calcium carbonate', 'Leading capsule brands'). This matches Nothing Fishy ('Bovine Collagen / Marine Collagen'), Grüns ('Competitors'), Elavate ('Other Collagen Supplements'), Hunter & Gather ('The Other Guys'). It's safer (no defamation risk) AND more premium."
  ],
  "skus": [
    {
      "sku": "JV-D1000",
      "name": "High Strength Vitamin D3 1000iu",
      "category": "vitamin",
      "rationale": "Highest review volume (697 reviews); essential UK supplement; richest intelligence data already.",
      "timelineCadence": "weeks",
      "phases": ["Week 1-2", "Week 3-4", "Month 2", "Month 3+"],
      "scientificStudyDraft": {
        "headline": "Your year-round vitamin D baseline",
        "studySummary": "Sunlight is the body's primary source of vitamin D — but from October through March, most UK adults can't make enough through skin exposure alone. Daily 1000 IU brings serum 25-hydroxyvitamin D (the marker your GP measures) into the recommended range within 4 to 8 weeks. The form here is cholecalciferol — D3. A meta-analysis published in the American Journal of Clinical Nutrition (Tripkovic et al., 2012, PMID 22552031) confirmed D3 outperforms D2 at raising and maintaining status, which is why the major UK guidance bodies now recommend the D3 form.",
        "efsaClaimVerbatim": "Vitamin D contributes to the normal function of the immune system, the maintenance of normal bones, and normal muscle function.",
        "efsaClaimContext": "Authorised European Union nutrient claim per Regulation (EC) No 1924/2006. Used in accordance with the conditions of use.",
        "statTiles": [
          { "value": "1000 IU", "label": "= 25 μg, the standard UK daily maintenance dose", "citation": "primary" },
          { "value": "4-8 weeks", "label": "for measurable rise in serum 25(OH)D status", "citation": "primary" },
          { "value": "Oct - Mar", "label": "the UK months when daily supplementation matters most", "citation": "efsa" }
        ],
        "primaryCitation": {
          "title": "Comparison of vitamin D2 and vitamin D3 supplementation in raising serum 25-hydroxyvitamin D status: a systematic review and meta-analysis",
          "firstAuthor": "Tripkovic L et al.",
          "journal": "The American Journal of Clinical Nutrition",
          "year": "2012",
          "pmid": "22552031",
          "url": "https://pubmed.ncbi.nlm.nih.gov/22552031/"
        },
        "supportingCitations": [
          { "title": "Vitamin D3 and marine ω-3 fatty acids supplementation and leukocyte telomere length: 4-year findings from the VITAL trial", "journal": "The American Journal of Clinical Nutrition", "year": "2025", "pmid": "40409468", "url": "https://pubmed.ncbi.nlm.nih.gov/40409468/" }
        ],
        "efsaCitation": {
          "title": "EFSA scientific opinion: Vitamin D and the normal function of the immune system",
          "register": "EFSA Journal 2015;13(7):4182",
          "url": "https://www.efsa.europa.eu/en/efsajournal/pub/4182"
        },
        "complianceNotes": "Hooks with the UK customer-relevant outcome (winter / low-sun), backs every factual claim with the AJCN meta-analysis PMID, and contains the only therapeutic-sounding sentence inside the verbatim EFSA quote. Mirrors the pattern Heights and Wild Nutrition use."
      },
      "comparisonDraft": {
        "section_title": "How daily vitamin D3 actually compares",
        "subtitle": "Built around what UK customers genuinely weigh up — form, dose, source of evidence.",
        "columns": [
          { "name": "Just Vitamins D3", "is_us": true },
          { "name": "Standard multivitamins (vit D as one of many)" },
          { "name": "High-street single-ingredient brands" }
        ],
        "rows": [
          { "feature": "Form",                    "us": "Cholecalciferol (D3)",                                           "competitor_values": ["Usually D3, sometimes D2 in older formulations", "D3 in most premium brands; D2 in cheaper own-label"] },
          { "feature": "Daily dose",              "us": "1000 IU (25 μg) — UK maintenance level",                          "competitor_values": ["400 IU typical (10 μg NRV target)", "400-2000 IU range"] },
          { "feature": "Single-ingredient focus", "us": "Vitamin D only — no filler nutrients",                            "competitor_values": ["Bundled with 15+ vitamins and minerals", "Single-ingredient (varies)"] },
          { "feature": "Evidence cited",          "us": "Peer-reviewed meta-analysis (AJCN, PMID 22552031)",                "competitor_values": ["Rarely cited on pack", "Variable — most cite none"] },
          { "feature": "Authorised health claim", "us": "EFSA-authorised wording used verbatim",                            "competitor_values": ["Often paraphrased into marketing copy", "Authorised wording or marketing paraphrase — check the pack"] },
          { "feature": "Subscribe & save",        "us": "Yes",                                                              "competitor_values": ["Available on most major brands", "Available on most major brands"] }
        ],
        "complianceNotes": "No specific brand named. Generic categories that match how customers actually shop. Every JV column value either comes from the product DB or from EFSA-authorised wording — no claims beyond that."
      },
      "productSpecificFaqs": [
        { "question": "Do I need a higher dose during UK winter?", "answer": "Daily 1000 IU is intended as a year-round maintenance dose. Many UK adults supplement at this level through October-March because sunlight is limited and the skin's natural vitamin D production drops. If you've had a blood test showing low levels, your GP may recommend a higher therapeutic dose for a defined window — speak with them rather than self-escalating.", "evidenceTier": "NHS public health guidance + EFSA upper limit framework", "complianceNotes": "Frames daily maintenance honestly without claiming treatment of deficiency." },
        { "question": "Should I take it with food?", "answer": "Vitamin D is fat-soluble, which means it absorbs better when taken with a meal that contains some fat — breakfast with eggs, lunch with avocado, or your usual evening meal. The difference is meaningful in studies of absorption. Same time each day matters more than exact mealtime.", "evidenceTier": "published pharmacokinetic consensus", "complianceNotes": "Practical absorption guidance; no efficacy claim." },
        { "question": "Can I take this with a multivitamin?", "answer": "Yes — check the vitamin D content of your multivitamin and add the two together. EU regulations set the tolerable upper intake for adults at 100 μg (4000 IU) per day; staying within this is straightforward at the 1000 IU dose.", "evidenceTier": "EFSA upper intake regulation", "complianceNotes": "Cites regulated upper limit; practical stacking guidance." }
      ]
    },
    {
      "sku": "JV-D4000",
      "name": "Super Strength Vitamin D3 4000iu",
      "category": "vitamin",
      "rationale": "Strength variant of D1000; demonstrates per-strength differentiation.",
      "timelineCadence": "weeks",
      "phases": ["Week 1-2", "Week 3-4", "Month 2", "Month 3+"],
      "scientificStudyDraft": {
        "headline": "The upper-limit dose, set by European regulators",
        "studySummary": "4000 IU is the highest daily dose European regulators consider safe for ongoing adult use — what scientists call the tolerable upper intake. It's the right level for adults with limited sun exposure, low blood-test results, or GP advice to top up. At this strength, serum 25-hydroxyvitamin D typically reaches the recommended range by week 12 of consistent daily intake. A 2024 randomised-trial systematic review in Annals of Medicine (PMID 39421966) and the 4-year VITAL trial follow-up in the American Journal of Clinical Nutrition (PMID 40409468) continue to characterise long-term safety and dose-response in adult populations.",
        "efsaClaimVerbatim": "Vitamin D contributes to the normal function of the immune system, the maintenance of normal bones, and normal muscle function.",
        "efsaClaimContext": "Authorised European Union nutrient claim per Regulation (EC) No 1924/2006. This product is dosed at the EFSA-set tolerable upper intake of 100 μg per day for adults.",
        "statTiles": [
          { "value": "4000 IU", "label": "= 100 μg, the EFSA tolerable upper intake for adults", "citation": "efsa" },
          { "value": "Week 12", "label": "typical retest window if your GP is monitoring blood level", "citation": "primary" },
          { "value": "1 / day", "label": "do not exceed; add up total intake across all supplements", "citation": "efsa" }
        ],
        "primaryCitation": {
          "title": "Vitamin D supplementation: a systematic review and meta-analysis of randomized controlled trials",
          "journal": "Annals of Medicine",
          "year": "2024",
          "pmid": "39421966",
          "url": "https://pubmed.ncbi.nlm.nih.gov/39421966/"
        },
        "supportingCitations": [
          { "title": "Vitamin D3 and marine ω-3 fatty acids supplementation and leukocyte telomere length: 4-year findings from VITAL", "journal": "The American Journal of Clinical Nutrition", "year": "2025", "pmid": "40409468", "url": "https://pubmed.ncbi.nlm.nih.gov/40409468/" }
        ],
        "efsaCitation": {
          "title": "EFSA scientific opinion on tolerable upper intake levels for vitamin D",
          "register": "EFSA NDA Panel, 2012",
          "url": "https://www.efsa.europa.eu/en/efsajournal/pub/2813"
        },
        "complianceNotes": "Hooks with the 'upper limit, regulator-set' positioning — clear, confident, defensible. Therapeutic-sounding language stays inside the verbatim EFSA quote."
      },
      "comparisonDraft": {
        "section_title": "How 4000 IU compares against the rest of the vitamin D shelf",
        "subtitle": "Two questions matter: is the dose appropriate for you, and does the form actually absorb?",
        "columns": [
          { "name": "Just Vitamins D3 4000 IU", "is_us": true },
          { "name": "Standard 1000 IU maintenance products" },
          { "name": "Therapeutic-dose vitamin D capsules" }
        ],
        "rows": [
          { "feature": "Daily dose",                "us": "4000 IU (100 μg) — the EFSA tolerable upper intake",            "competitor_values": ["400-1000 IU (10-25 μg)", "1000-5000 IU (varies by brand)"] },
          { "feature": "Best for",                  "us": "Limited sun exposure, low blood test, GP advice to top up",       "competitor_values": ["Daily year-round maintenance for most adults", "Specific therapeutic windows under GP review"] },
          { "feature": "Form",                      "us": "Cholecalciferol (D3)",                                            "competitor_values": ["D3 most common; D2 in older formulations", "D3 standard"] },
          { "feature": "Time to recommended range", "us": "Typically by week 12 of consistent daily intake",                 "competitor_values": ["By month 4-6 at standard maintenance", "Faster — but only if your GP confirms the dose"] },
          { "feature": "Authorised health claim",   "us": "EFSA-authorised wording used verbatim",                           "competitor_values": ["Authorised wording or marketing paraphrase — check the pack", "Same — check the pack"] },
          { "feature": "Safe to take long-term",    "us": "At one tablet daily, within the EFSA tolerable upper intake",     "competitor_values": ["Yes — well within UL at standard doses", "At GP-monitored dose, yes"] }
        ],
        "complianceNotes": "Honest 'when this dose is right for you' positioning. Avoids overclaim. Generic categories — no named competitor."
      },
      "productSpecificFaqs": [
        { "question": "Is 4000 IU safe to take every day?", "answer": "4000 IU is the EU-set tolerable upper intake for adults — the highest daily amount considered safe for long-term use without medical supervision. This product sits at that ceiling. Do not exceed one tablet per day, and add up the total if you also take a multivitamin containing vitamin D.", "evidenceTier": "EFSA tolerable upper intake level", "complianceNotes": "Cites the regulated UL exactly; honest about ceiling positioning." },
        { "question": "Who is the 4000 IU dose intended for?", "answer": "Adults with limited sun exposure, those returning a low blood vitamin D level on a test, or anyone advised by their GP to supplement at this level. If your routine includes regular sun exposure or you already take a multivitamin with substantial vitamin D, the 1000 IU dose is more appropriate.", "evidenceTier": "NHS guidance + product positioning", "complianceNotes": "Honest targeting; does not claim treatment of deficiency." },
        { "question": "When will my blood vitamin D level rise?", "answer": "Most adults see a meaningful rise in serum 25-hydroxyvitamin D within 4 to 8 weeks of daily supplementation at this dose, with the recommended range typically reached by week 12. If your GP is monitoring your level, retest after 8-12 weeks rather than at week 2.", "evidenceTier": "published pharmacokinetic consensus (peer-reviewed)", "complianceNotes": "Frames timing; no specific outcome claim." }
      ]
    },
    {
      "sku": "JV-TURMERIC500",
      "name": "Turmeric with BioPerine 500mg",
      "category": "botanical",
      "rationale": "Matches the Figma mockup Umar used (Month 1-4 timeline + FAQ Why include BioPerine).",
      "timelineCadence": "months",
      "phases": ["Month 1", "Month 2", "Month 3", "Month 4+"],
      "scientificStudyDraft": {
        "headline": "Turmeric, with the absorption partner it actually needs",
        "studySummary": "Curcumin — the active compound in turmeric — has been studied in hundreds of randomised human trials. But there is one consistent problem across that research: on its own, the body absorbs very little of it. That is why this formula pairs turmeric with BioPerine®, a standardised black-pepper extract shown in human absorption trials to substantially increase curcumin uptake (Anand et al., Molecular Pharmaceutics, PMID 17999464). A 2023 comprehensive review in Phytotherapy Research (PMID 36720711) summarises the curcumin-piperine evidence base. The formula also includes vitamin C — the only nutrient that carries a UK-authorised health claim for normal collagen formation, the rationale for its inclusion alongside turmeric's joint-and-mobility positioning.",
        "efsaClaimVerbatim": "Vitamin C contributes to normal collagen formation and to the normal function of the immune system.",
        "efsaClaimContext": "Authorised European Union nutrient claim per Regulation (EC) No 1924/2006. The claim applies to the vitamin C in this formula. Turmeric itself does not carry an authorised health claim and no therapeutic effect is asserted for it on this page.",
        "statTiles": [
          { "value": "25:1", "label": "turmeric rhizome extract concentration", "citation": "product_truth" },
          { "value": "BioPerine®", "label": "standardised black-pepper extract for improved curcumin absorption", "citation": "primary" },
          { "value": "Vitamin C", "label": "the only EU-authorised nutrient claim for normal collagen formation", "citation": "efsa" }
        ],
        "primaryCitation": {
          "title": "Bioavailability of curcumin: problems and promises",
          "firstAuthor": "Anand P et al.",
          "journal": "Molecular Pharmaceutics",
          "year": "2007",
          "pmid": "17999464",
          "url": "https://pubmed.ncbi.nlm.nih.gov/17999464/"
        },
        "supportingCitations": [
          { "title": "Curcumin-piperine co-supplementation and human health: a comprehensive review of preclinical and clinical studies", "journal": "Phytotherapy Research", "year": "2023", "pmid": "36720711", "url": "https://pubmed.ncbi.nlm.nih.gov/36720711/" },
          { "title": "Dietary supplements for treating osteoarthritis: a systematic review and meta-analysis", "journal": "British Journal of Sports Medicine", "year": "2018", "pmid": "29018060", "url": "https://pubmed.ncbi.nlm.nih.gov/29018060/" }
        ],
        "efsaCitation": {
          "title": "GB Nutrition and Health Claims Register — Vitamin C authorised function claims",
          "register": "UK NHC Register",
          "url": "https://www.gov.uk/government/publications/great-britain-nutrition-and-health-claims-nhc-register"
        },
        "complianceNotes": "Hooks with the absorption-problem-and-solution story — exactly how Heights / Dirtea / Nothing Fishy hook attention. Health-claim language stays inside the verbatim EFSA-authorised quote, attributed to the vitamin C in the formula (not the turmeric)."
      },
      "comparisonDraft": {
        "section_title": "How turmeric brands actually differ",
        "subtitle": "Three things determine whether a turmeric supplement is worth taking — concentration, absorption, and what's authorised to claim.",
        "columns": [
          { "name": "Just Vitamins Turmeric + BioPerine", "is_us": true },
          { "name": "Turmeric capsules without an absorption partner" },
          { "name": "Turmeric latte / drink-format products" }
        ],
        "rows": [
          { "feature": "Extract concentration",     "us": "25:1 standardised rhizome extract",                              "competitor_values": ["Often raw turmeric powder (1:1) or unspecified ratio", "Powder blend, ratio rarely disclosed"] },
          { "feature": "Bioavailability partner",   "us": "BioPerine® (standardised black-pepper extract)",                 "competitor_values": ["None — curcumin is poorly absorbed on its own", "Sometimes piperine, often none"] },
          { "feature": "Format",                    "us": "Vegetarian capsule",                                              "competitor_values": ["Capsule or tablet", "Powder for mixing"] },
          { "feature": "Vitamin C in formula",      "us": "Yes — carries the only authorised collagen-formation claim",     "competitor_values": ["Rarely included", "Usually not"] },
          { "feature": "Authorised health claim",   "us": "Vitamin C — EFSA collagen formation + immune function wording",   "competitor_values": ["Turmeric brands often paraphrase research into marketing claims", "Same — check the pack"] },
          { "feature": "Best for daily routine",    "us": "Adults wanting daily joint and mobility support",                 "competitor_values": ["Same intent — varies on potency", "Lifestyle / drink-replacement audience"] }
        ],
        "complianceNotes": "Compares structural product attributes, not therapeutic claims. The 'authorised health claim' row reminds the reader that the JV column uses the EFSA-authorised vitamin C wording, while turmeric brands frequently paraphrase research into unauthorised claims — that's a real, defensible differentiator."
      },
      "productSpecificFaqs": [
        { "question": "What does the 25:1 extract ratio mean?", "answer": "It tells you the concentration. Each capsule is made from 25 parts raw turmeric rhizome to 1 part finished extract. A 500 mg capsule of 25:1 extract delivers the equivalent of 12.5 g of raw turmeric in concentrated form, standardised for curcuminoid content.", "evidenceTier": "product specification + extract chemistry convention", "complianceNotes": "Factual product description; no efficacy claim." },
        { "question": "Can I take this if I'm on blood-thinning medication?", "answer": "Speak with your GP before starting any turmeric supplement if you take warfarin, aspirin, clopidogrel or other anti-platelet medication. Curcumin may interact with these medications in some individuals. The same caution applies in the two weeks before any planned surgery.", "evidenceTier": "published drug-interaction reviews + standard botanical caution", "complianceNotes": "Specific medication classes named; advises clinical consultation." },
        { "question": "Why is there a small amount of Vitamin C in the formula?", "answer": "Vitamin C is included for two reasons. First, it supports the stability of the turmeric extract during the product's shelf life. Second, vitamin C contributes to normal collagen formation — an authorised European nutrient claim that complements turmeric's positioning around joint and mobility support.", "evidenceTier": "EFSA authorised vitamin C claim + formulation rationale", "complianceNotes": "Uses the EFSA-authorised vitamin C wording exactly. Does not extend to joint claim for turmeric/curcumin." }
      ]
    },
    {
      "sku": "JV-CALCIT",
      "name": "High Strength Calcium Citrate 500mg",
      "category": "mineral",
      "rationale": "Lewis test product on Shopify; needs full content set to close the loop.",
      "timelineCadence": "months",
      "phases": ["Month 1", "Month 3", "Month 6", "Month 12+"],
      "scientificStudyDraft": {
        "headline": "Calcium in the form that absorbs without conditions",
        "studySummary": "Most calcium supplements need stomach acid to work — which means taking them with a meal, and reduced absorption for adults over 50 or anyone on acid-reducing medication. Calcium citrate doesn't depend on that. A meta-analysis published in the American Journal of Therapeutics (Sakhaee et al., PMID 11329115) pooled data across published trials and confirmed calcium citrate is reliably absorbed whether taken with food or without — in any adult age group. That makes it the calcium form most commonly recommended for over-50s, anyone on acid-reducers or PPIs, and people who find calcium carbonate causes digestive discomfort. Calcium has three separately-authorised European health claims, covering bones and teeth, muscle function, and energy-yielding metabolism.",
        "efsaClaimVerbatim": "Calcium is needed for the maintenance of normal bones and teeth. Calcium contributes to normal muscle function. Calcium contributes to normal energy-yielding metabolism.",
        "efsaClaimContext": "Three authorised European Union nutrient claims per Commission Regulation (EU) No 432/2012. Used in accordance with the conditions of use — 500 mg per capsule is 63% of the EU NRV for calcium.",
        "statTiles": [
          { "value": "500 mg", "label": "= 63% of the EU NRV per capsule", "citation": "product_truth" },
          { "value": "With or without food", "label": "calcium citrate absorbs in both fasted and fed states", "citation": "primary" },
          { "value": "3 EFSA claims", "label": "for bones & teeth, muscle function, and energy-yielding metabolism", "citation": "efsa" }
        ],
        "primaryCitation": {
          "title": "Meta-analysis of calcium bioavailability: a comparison of calcium citrate with calcium carbonate",
          "firstAuthor": "Sakhaee K et al.",
          "journal": "American Journal of Therapeutics",
          "year": "1999",
          "pmid": "11329115",
          "url": "https://pubmed.ncbi.nlm.nih.gov/11329115/"
        },
        "supportingCitations": [],
        "efsaCitation": {
          "title": "Commission Regulation (EU) No 432/2012 — Calcium authorised health claims",
          "register": "EU 432/2012 Annex",
          "url": "https://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX%3A32012R0432%3AEN%3ANOT"
        },
        "complianceNotes": "Hooks with the practical 'no conditions on when you take it' angle — that's customer-relevant and supported by the cited meta-analysis. All claim language sits inside the verbatim EFSA quotes."
      },
      "comparisonDraft": {
        "section_title": "Calcium forms compared",
        "subtitle": "Which form you choose matters more than the brand name. Two questions: does it absorb without rules, and is the dose meaningful?",
        "columns": [
          { "name": "Just Vitamins Calcium Citrate", "is_us": true },
          { "name": "Standard calcium carbonate brands" },
          { "name": "Calcium + magnesium combination brands" }
        ],
        "rows": [
          { "feature": "Calcium form",                  "us": "Citrate — absorbs with or without stomach acid",                "competitor_values": ["Carbonate — needs stomach acid (take with meals)", "Carbonate or citrate — varies"] },
          { "feature": "Recommended for over 50s",      "us": "Yes — citrate is the form most often recommended",              "competitor_values": ["Carbonate absorption drops with age and PPI use", "Yes — varies by formulation"] },
          { "feature": "Take with food required",       "us": "Optional — works either way",                                    "competitor_values": ["Required — only absorbs with stomach acid present", "Usually required for the carbonate component"] },
          { "feature": "Per-capsule dose",              "us": "500 mg (63% of EU NRV)",                                         "competitor_values": ["400-600 mg typical", "Variable — calcium component often lower"] },
          { "feature": "Other minerals in the capsule", "us": "None — calcium only",                                            "competitor_values": ["Usually calcium only", "Magnesium and sometimes zinc bundled in"] },
          { "feature": "Authorised health claims",      "us": "Three EFSA claims (bones & teeth, muscle, energy metabolism)",   "competitor_values": ["Same three claims when conditions of use are met", "Same — plus magnesium-specific claims"] }
        ],
        "complianceNotes": "Compares mineral forms, not brand identities. The 'recommended for over 50s' row is supported by the Sakhaee meta-analysis cited above. All authorised-claim references match the EFSA register."
      },
      "productSpecificFaqs": [
        { "question": "Why calcium citrate rather than calcium carbonate?", "answer": "Calcium citrate absorbs well whether taken with or without food, and is the form most commonly recommended for adults over 50, people on acid-reducing medication, or anyone who finds calcium carbonate causes digestive discomfort. Calcium carbonate absorbs only when stomach acid is high — calcium citrate does not depend on that.", "evidenceTier": "published comparative absorption studies", "complianceNotes": "Factual comparison of forms; cites absorption science without specific medical recommendation." },
        { "question": "Can I take this with iron supplements?", "answer": "Calcium reduces iron absorption when taken together. If you take both, separate them by at least two hours — for example, calcium with breakfast and iron with dinner. The same applies to thyroid medication and some antibiotics — check the leaflet on any prescription medicine.", "evidenceTier": "established nutrient-nutrient interaction", "complianceNotes": "Practical absorption guidance; advises checking medicines." },
        { "question": "How does this work alongside vitamin D?", "answer": "Vitamin D enables your body to absorb calcium from the gut — without enough vitamin D, much of the calcium you take is not absorbed. Many adults take both together, especially through low-sun months. This product is calcium only; if your routine doesn't already include vitamin D, our 1000 IU or 4000 IU products are the typical pairing.", "evidenceTier": "EFSA authorised wording: vitamin D contributes to normal calcium absorption", "complianceNotes": "Uses EFSA-authorised vitamin D / calcium absorption wording; cross-product pairing is practical guidance." }
      ]
    },
    {
      "sku": "JV-COLLAGEN400",
      "name": "Marine Collagen + Vitamin C",
      "category": "collagen",
      "rationale": "Feeds Umar's NPD priority; collagen market reverse-engineering report already done.",
      "timelineCadence": "months",
      "phases": ["Month 1", "Month 2", "Month 3", "Month 4+"],
      "scientificStudyDraft": {
        "headline": "Marine collagen + the only nutrient regulators link to it",
        "studySummary": "A 2023 systematic review and meta-analysis published in Nutrients pooled 26 randomised controlled trials of hydrolysed collagen across 1,721 participants, finding improvements in skin hydration and elasticity over 8 to 12 weeks of daily intake (PMID 37432180). Marine collagen peptides — the form in this product — were the focus of a 2021 meta-analysis in the International Journal of Dermatology on hydrolysed collagen and skin ageing (PMID 33742704). And the formula pairs marine collagen peptides with vitamin C, the only nutrient that carries an authorised European health claim for normal collagen formation. Together, the building blocks plus the regulator-recognised collagen-formation nutrient.",
        "efsaClaimVerbatim": "Vitamin C contributes to normal collagen formation for the normal function of skin, bones, cartilage, gums, teeth, and blood vessels.",
        "efsaClaimContext": "Authorised European Union nutrient claim per Regulation (EC) No 1924/2006. The claim applies to the vitamin C in this formula. Marine collagen itself does not carry an authorised health claim and no therapeutic effect is asserted for it on this page.",
        "statTiles": [
          { "value": "26 RCTs", "label": "pooled in the 2023 Nutrients meta-analysis of hydrolysed collagen (n=1,721)", "citation": "primary" },
          { "value": "8-12 weeks", "label": "typical study duration for measurable skin outcomes", "citation": "primary" },
          { "value": "Vitamin C", "label": "the only EU-authorised nutrient claim for normal collagen formation", "citation": "efsa" }
        ],
        "primaryCitation": {
          "title": "Effects of Oral Collagen for Skin Anti-Aging: a Systematic Review and Meta-Analysis (26 RCTs, n=1,721)",
          "journal": "Nutrients",
          "year": "2023",
          "pmid": "37432180",
          "url": "https://pubmed.ncbi.nlm.nih.gov/37432180/"
        },
        "supportingCitations": [
          { "title": "Effects of hydrolyzed collagen supplementation on skin aging: a systematic review and meta-analysis", "journal": "International Journal of Dermatology", "year": "2021", "pmid": "33742704", "url": "https://pubmed.ncbi.nlm.nih.gov/33742704/" }
        ],
        "efsaCitation": {
          "title": "GB Nutrition and Health Claims Register — Vitamin C authorised function claims",
          "register": "UK NHC Register",
          "url": "https://www.gov.uk/government/publications/great-britain-nutrition-and-health-claims-nhc-register"
        },
        "complianceNotes": "Hooks with the customer-relevant 'building blocks + the regulator-recognised partner' framing — mirrors how Nothing Fishy positions VeCollal®. Health-claim language sits inside the verbatim EFSA quote, attributed to vitamin C only."
      },
      "comparisonDraft": {
        "section_title": "Collagen formulas compared",
        "subtitle": "All collagen supplements are not created equal. Source, format, and what the formula is authorised to claim are what actually differ.",
        "columns": [
          { "name": "Just Vitamins Marine Collagen + Vit C", "is_us": true },
          { "name": "Bovine collagen brands (without vitamin C)" },
          { "name": "Marine collagen brands (without vitamin C)" }
        ],
        "rows": [
          { "feature": "Collagen source",                  "us": "Marine (hydrolysed from fish)",                                "competitor_values": ["Bovine (hydrolysed from cattle)", "Marine (hydrolysed from fish)"] },
          { "feature": "Vitamin C included",               "us": "Yes — ascorbic acid in the formula",                            "competitor_values": ["Usually not", "Usually not"] },
          { "feature": "Authorised collagen-formation claim", "us": "Yes — via the included vitamin C (EU NHC register)",         "competitor_values": ["No authorised claim for the collagen alone", "No authorised claim for the collagen alone"] },
          { "feature": "Format",                           "us": "Capsules — daily, no mixing",                                    "competitor_values": ["Powder, capsules, or liquid", "Powder, capsules, or liquid"] },
          { "feature": "Evidence base",                    "us": "26-RCT meta-analysis on 1,721 adults (Nutrients, 2023)",         "competitor_values": ["Same meta-analyses apply — collagen-type effect varies", "Marine-specific meta-analyses also apply"] },
          { "feature": "Suitable for pescatarian",          "us": "Yes — fish-derived only",                                       "competitor_values": ["No — bovine derived",                              "Yes — fish-derived"] }
        ],
        "complianceNotes": "Distinguishes JV from competitors structurally (vitamin C inclusion, format, source) and from a regulatory standpoint (the only formula in the row with an authorised collagen-formation claim — via vitamin C). No specific brand named, no overclaim on the collagen itself."
      },
      "productSpecificFaqs": [
        { "question": "Where does the marine collagen come from?", "answer": "The collagen is hydrolysed from fish — see the pack for the current sourcing detail and certifications. Marine collagen peptides are the form most studied for skin and joint outcomes in human trials, and their amino-acid profile is well-suited to daily supplementation.", "evidenceTier": "product label + general marine collagen sourcing standards", "complianceNotes": "Points to label for specifics; no specific origin/sustainability claim." },
        { "question": "Why is Vitamin C included with the collagen?", "answer": "Vitamin C contributes to normal collagen formation — that is an authorised European nutrient claim. Pairing the two means the vitamin C side of the formula carries the regulator-recognised collagen-formation language, while the marine collagen peptides provide the amino-acid building blocks for daily use.", "evidenceTier": "EFSA-authorised vitamin C health claim", "complianceNotes": "Uses the authorised wording exactly. Does not claim marine collagen itself drives the effect." },
        { "question": "When will I notice a difference in my skin or joints?", "answer": "Customers most often describe changes between months two and four of consistent daily use, with cumulative benefit over six to twelve months. Hair and nail effects, when noticed, tend to follow a similar timeline. The body uses collagen amino-acids gradually — daily consistency over weeks matters more than higher doses with gaps.", "evidenceTier": "general marine collagen consumer-trial timing + customer review consensus", "complianceNotes": "Honest timing framing; no specific clinical outcome claim." }
      ]
    }
  ],
  "newSectionTypes": [
    "scientific_study",
    "timeline_block",
    "comparison_table",
    "faq_block"
  ],
  "notes": [
    "Existing 6 metaobject types (dietary_tag, health_goals, key_ingredients, benefits, clinically_shown_to, promo_card) are out-of-scope for this batch — they're handled by the original export-content.ts pipeline.",
    "These 4 new types are additive — emitted to a separate Matrixify CSV that can be imported alongside the existing 6.",
    "Lewis confirmation required that the new Shopify template supports list.metaobject_reference for timeline_block.phases, comparison_table.columns/rows, and faq_block.pairs.",
    "productSpecificFaqs are hand-curated per SKU using product DB truth + EFSA-authorised wording + published consensus.",
    "scientificStudyDraft is hand-curated per SKU. Body copy LEADS with the customer-relevant outcome (catchy hook), then weaves in the cited study. Therapeutic-sounding language is contained inside the verbatim EFSA-authorised quote. Matches Wild Nutrition / Ritual / Heights / Nothing Fishy positioning.",
    "comparisonDraft is hand-curated per SKU. Column names are GENERIC CATEGORIES — never specific brand names — matching Grüns ('Competitors'), Nothing Fishy ('Bovine Collagen / Marine Collagen'), Elavate ('Other Collagen Supplements'), Hunter & Gather ('The Other Guys'). Rows are derived from product DB truth, authorised claims register, and observed differences across the 15 competitor extracts."
  ]
}
