A clear intended use
Every formula must answer one question: what is this for, in plain language? "General daily nutrition" or "nutritional support across a training week" are clear. "Total wellness" is not. If the intended use cannot be stated in a single sentence without vague words, the formula is not ready, and it stays off the shelf until someone rewrites that sentence properly.
This criterion also filters out products that exist only because a category is selling well this year. There is nothing wrong with a formula being popular products for men in a given season; that just is not a reason to add it.