Manufacturer of Natural Products That Empower People to Live Healthier Lives
Nutrition for Optimal Wellness
NOW’s Nutrition Labels Don’t Lie: What’s On The Label Is In The Bottle
NOW Food’s Nutrition Labels Don’t Lie

You want to know what’s on the label is in the bottle. That’s why you read nutrition labels.

And that’s why NOW® takes our nutrition labels so seriously. Years ago, NOW® founder Elwood Richard and his brother, Lou, helped the Natural Products Association (NPA) to develop the Tru-Label program.

And we continue to participate in this program. Every year our products are randomly tested for compliance. Every year these products are tested to make sure what’s on the label is in the bottle.

This is our simple promise to you.
All our labels – for our supplements, personal care items and foods – follow the same protocol:

  • We assure you the exact formula described on the label is in the bottle. There should be no difference between the product in the bottle and the label.
  • Since 2000, we have been GMP-certified by the Natural Products Association.
  • Our labels are submitted to the Natural Products Association Tru-Label program.
  • There are no hidden ingredients. Any non-active ingredients are listed.
  • We specify if there are any potential allergens in a product due to cross contamination.
  • We also produce a line of food products that are 100% gluten-free and allergy-friendly in facilities that are not used for products containing these ingredients.
  • We specify what form of an ingredient is in the formulation.
  • Where possible, ingredients are standardized for potency.
  • Trademarked ingredients have been verified by the suppliers and designated with trademark symbols.
  • Our labels are listed in the National Institute of Health Supplement label database.

We have invested significantly in our labs and in our staff development so we can test as much as possible. Each month we perform as many as 16,000 individual tests to verify the quality of our raw ingredients and our finished products.

And this same attention to detail is carried over into our labeling accuracy.

A Brief Explanation Of Label Variations

Sometimes you may notice a slight difference between the information on the NOW® website and the label on the bottle. Or between the labels from two different lots of a given product.

These slight changes are made because:

  1. We are always working to improve our manufacturing processes and product safety and quality. Any of these improvements might lead to minor changes in the product or the product label. For example, we may change the standardization of an ingredient to improve its quality.
  2. We are constantly using the best science and improving our testing methods. Sometimes the newer, more modern methods give a different test result. We then modify our label to reflect this. The ingredient tested has not changed. What has changed is that we are now using a better analytical method to test and the test results are described differently than before.
  3. We manufacture and distribute natural products. This means that our ingredients are naturally sourced or minimally processed (see what natural means to us).
  4. Harvest cycles, seasons and other factors affect the supply of our natural ingredients. Sometimes, due to poor harvests for example, a certain species or form of an herb may not be as available as before. We may need to source this ingredient from a different supplier to ensure that you can continue to purchase the product you prefer. The product label will correctly define the ingredient used in that production lot (batch).

In most cases, these differences will not affect how well the product works and you can continue to take the slightly different formulation without noticing any functional differences. We make sure these changes do not affect product safety.

Bottom line, when you read one of our labels, you will know for sure:

What’s on the label is in the bottle.