What kind of brands are featured?

Founders across supplements, skincare, functional food and beverage, pet health, biotech, and medical devices. Early-stage and scaled. If it’s shaping health and wellness, it’s relevant.

Is every episode about clinical trials?

No. Research comes up, but most conversations focus on product, marketing, retail, and the realities of building a brand.

Can I pitch my brand?

Yes. Email hello@citruslabs.com with your story and what you’d want to discuss.

From Lab to Label Podcast

The wellness podcast where brands tell the real story.

What is the From Lab to Label podcast? From Lab to Label is a free biweekly podcast hosted by Citruslabs CEO Susanne Mitschke that interviews consumer health brand founders about ingredient sourcing, formulation, retail, marketing, and the role clinical research plays in product credibility. Episodes run 30–60 minutes and feature founders across supplements, skincare, functional food and beverage, pet health, biotech, and medical devices. Available free on Spotify, Apple Podcasts, and most major podcast apps.

Hosted by Citruslabs CEO Susanne Mitschke, From Lab to Label is where founders stop being polished and start being honest. Ingredient sourcing drama. Reformulations nobody planned for. Retail wins. TikTok moments and the chaos that followed. The decisions that worked and the ones that absolutely did not. And yes, sometimes how clinical research blew up the entire go-to-market strategy in the best possible way.

Real founders. Real lessons. The parts that did not make the press release.

Brands that have been on the show

Brutus Broth, Biocodex, Supergut, Two Moons, Betterbrand, DITTO, Green Chef, Blume, 5Strands, GutPersonal, IVB Wellness, Goodwipes, Heights, Global Healing, Nuturn, Retrouvé, Perelel, Mānuka Health, Mario Badescu, MARK LA, Rest Religion, Superlativa, Xula Herbs, Hologram Sciences.

Topics covered on From Lab to Label

Ingredient sourcing & formulation
Product development behind the scenes
Marketing that worked (and didn't)
Opening the first retail door
Going viral
Founder routines
Clinical research & product claims
Funding, failures & pivots

Want to be a guest on From Lab to Label?

Built something interesting in health and wellness? Have a story worth telling? The wins, the mistakes, the pivots? Tell us about your story and we’ll be in touch. We’re looking for founders with real stories. Specific beats polished.

Frequently Asked Questions

What kind of brands are featured?: Founders across supplements, skincare, functional food and beverage, pet health, biotech, and medical devices. Early-stage and scaled. If it’s shaping health and wellness, it’s relevant.
Is every episode about clinical trials?: No. Research comes up, but most conversations focus on product, marketing, retail, and the realities of building a brand.
How long are episodes?: 30–60 minutes.
How often do new episodes come out?: Every two weeks.
Can I pitch my brand?: Yes. Email hello@citruslabs.com with your story and what you’d want to discuss.
Where can I listen?: Spotify and Apple Podcasts.

Subscribe on Apple Podcasts, Spotify, or your favorite podcast app to hear new conversations from the Citruslabs team and the founders we work with.