Natural Grocers bolsters vitamins, supplements program

The healthy foods retailer — rooted in vitamins and supplements — has expanded its store brand supplements line, bringing the assortment to more than 100 items.
Dan Ochwat
Executive Editor
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vitamin bottles

Natural Grocers has expanded its line of own brand vitamins and supplements that bring the retailer’s total assortment beyond 100 vitamins, herbs, minerals and formulas under the namesake brand.

The products launched in all 161 stores across 20 states. The stores, originally known as Vitamin Cottage, are rooted in offering a wide assortment of supplements. To celebrate the launch, loyalty members in the retailer’s {N}power program get 25% off the complete line of Natural Grocers Brand Vitamins & Supplements throughout the month of May.

The expanded batch of items are based on decades of health and nutrition expertise and the science-based knowledge of the company’s in-house nutritional experts, Natural Grocers said, including supplements with bioavailable forms of nutrients to clinically studied active ingredients to Ayurvedic and organic herbs. The expanded items have been tailored to address the nutritional gaps in the modern diet.

Natural Grocers offers consumers a way to learn more about the best Natural Grocers Brand Vitamins & Supplements for them via free one-on-one virtual sessions with a local Nutritional Health Coach (NHC)

Lakewood, Colo.-based Natural Grocers leans on its orange bottle cap to have its own brand products stand out to shoppers in stores. The company said it follows stringent standards that are rooted in the most current scientific research and are in place to support the health and wellbeing of its communities, including the use of effective ingredients, label transparency, and a third-party certification through the Good Manufacturing Practices (GMP). 

“When our parents founded Natural Grocers in 1955, their goal was to empower their fellow community members to embark on their own health journeys,” said Heather Isely, Natural Grocers executive vice president. “Today, our family, and our good4u Crew extended family, continues to spread the message of empowerment on which the company was founded. Natural Grocers Brand Vitamins & Supplements are a fulfillment of our commitment to that message. We developed this product line to provide high-quality vitamins and dietary supplements at prices that our communities can afford — and that they can trust are as potent and as pure as we say they are because every vitamin and supplement is put through a rigorous testing process and are certified by Good Manufacturing Practices."