Established evidence
Where evidence is strong, we can communicate more confidently while remaining within what the evidence supports.
Our standards
What earns a place at Khan Nutrition?
We do not add products simply because they are popular. Every product has to meet standards we would be comfortable trusting for our own families.
Here is what that actually means.
See how we choose productsThe core standard
Every product has to earn its place.
Demand can give us a reason to investigate a supplement. It does not guarantee that we will sell it.
Before something enters the range, we consider the evidence, safety, halal status, formulation, dose, usefulness and value.
Being popular is not the same as being worth stocking.
Halal
Halal is a product requirement
Every product sold by Khan Nutrition has to meet our halal standards. We consider the relevant full formulation, not just the ingredient on the front of the label.
Depending on the product, that can mean checking the full ingredient list, capsule shell, animal-derived ingredients, flavourings, colours, processing aids, alcohol-containing ingredients and the information supplied by the manufacturer or supplier.
When something is ambiguous, we seek clarification. If we cannot obtain enough assurance, the product should not enter the range.
Formal halal certification is valuable where it exists. Certification and halal status are not the same thing, so we do not imply independent certification where it has not been provided.
If we cannot establish what we need to know, the product does not enter the range.
How we think about research
Evidence before trends
Evidence is not always equally strong. We communicate confidence and uncertainty honestly, without turning consumer guidance into an academic grading system.
Emerging evidence
Promising research may justify investigation, but uncertainty should remain uncertainty.
Hype without evidence
Popularity, influencer attention or competitor activity alone is not enough.
Demand earns investigation, not endorsement.
Safety
Benefits are only half the question
Considering a product also means considering known risks, contraindications, interactions, dosage and the people for whom extra care may be needed.
Some situations are better discussed with a pharmacist, GP or another appropriate healthcare professional. Sometimes the right answer is not a supplement.
We provide general information to support better decisions. We do not provide individual medical assessment.
We would rather tell someone they do not need a product than manufacture a reason to sell them one.
Formulation and dose
Useful doses matter more than impressive labels
More ingredients do not automatically make a product better. Fewer ingredients do not automatically make it better either.
Each ingredient should have a credible purpose, the combination should make sense and important ingredients should be present at rational amounts.
Token quantities of fashionable ingredients should not be added simply to make a label look more impressive.
Marketing must never outrun the formulation.
Ingredient transparency
We would rather explain an ingredient than demonise it
Unfamiliar does not automatically mean unsafe. Natural does not automatically mean better, and synthetic does not automatically mean inferior.
Ingredients should be explained by what they are, why they are present and what their role is in the formulation.
Good education should help customers understand other companies' labels too, not only Khan Nutrition products.
Clear explanations build more trust than fear-based ingredient lists.
Fair value
Health should not be a luxury
Affordable does not have to mean the cheapest option. A responsible business needs sustainable margins, but each product should still represent good value.
Pricing should support sensible bundles, genuine promotions and repeat purchasing without inflating normal prices to manufacture a discount.
The goal is not simply a low price. It is good value for what you are getting.
How products enter the range
The Product Gate
Before a new product earns a place in the range, it has to pass a series of questions.
Need
What genuine customer problem does this solve?
If the only reason is that it is trending, stop.
Evidence
What does the evidence actually support?
Classify the evidence honestly.
Safety
What are the known risks, contraindications, interactions and dosage considerations?
Halal
Can we confidently establish that the complete product meets Khan Nutrition's halal standards?
If important ambiguity remains, stop.
Formulation
Does the formulation make sense, use rational amounts and use an appropriate format?
Value
Can it be sold at a fair price while maintaining a sustainable business?
The family test
Knowing everything we now know, would we confidently recommend it to somebody we care about?
Our commitment
Standards mean more when they cost you something.
Standards only matter if a business is willing to say no.
Sometimes that means rejecting a trending product. Sometimes it means asking a supplier more questions. Sometimes it means telling a customer that a supplement may not be what they need.
That is the kind of company Khan Nutrition intends to be.