NOW® Celebrates 50 Years By Saying Thanks with Instant-Win Game Worth $500,000

January 4, 2018

One Million Special Gold-Capped Supplement Bottles Will Give Consumers the Chance to Win 50 - $10,000 Prizes

For 50 years, NOW® – the largest independent and family-owned manufacturer of natural products in the U.S. health food store channel – has remained committed to its mission of providing products and services that empower people to lead healthier lives. And today, the company is saying “thank you” to everyone who has made NOW a trusted partner in their wellness journey by launching the “Celebrate NOW” Instant-Win Game, where consumers will have a chance to win 50 - $10,000 prizes.

NOW is producing one million supplement bottles across 50 SKUs with special gold caps. If consumers find a golden ticket inside one of these gold-cap bottles, they instantly win $10,000 (upon meeting eligibility requirements and prize verification). No purchase is necessary. The Game is open to legal residents of the 50 United States and D.C. who are 18 years or older at time of game play. Prize claims must be received by December 31, 2018. For more details about the Game, including Official Rules, a list of eligible products, and alternate means of entry, visit To find retail locations where NOW products are sold, visit

“We are humbled that we’ve reached this important milestone. But even more so, we’re so thankful to our retail customers and consumers who have made NOW a key part of their healthy lifestyles,” said NOW CEO Jim Emme. “Trust is something we value in this industry. By putting their trust in our brand to provide products that meet the highest quality and safety standards – which supports our business philosophy of doing the right things for the right reasons – they’ve really been our ‘golden ticket’ to 50 years of continued success and 32 consecutive years of growth.”

“This promotion is a fun way for us to say thank you and let them share in our excitement, while empowering them to continue making natural wellness a priority,” said Emme.

NOW was founded in 1968 by Elwood Richard, with the goal of making healthy and quality products accessible and affordable for everyone. From what started as a small, local operation in the Western suburbs of Chicago, Illinois, to what is now a trusted natural products manufacturer with distribution in more than 60 countries, NOW offers more than 1,400 high-quality and affordable products, from functional foods and supplements to sports nutrition and health and beauty products, as well as essential oils. NOW’s industry-leading quality control and assurance programs, which includes conducting more than 16,000 tests each month on raw materials and finished products in their state-of-the-art lab complex, ensures that what’s on the label is in the bottle or package.

NOW is still fully owned by the Richard family today. According to Dan Richard, Elwood’s son and Vice President of Global Sales and Marketing, family is truly the litmus test for the company’s vast product portfolio. “We only make products we feel good about giving to our own families, so we know the products we bring to market meet our high standards.”

What’s more, remaining a family-owned independent company is also vital to the company’s growth strategy for the next 50 years, and even beyond. “We are a for-profit company, but maintaining our independence enables us to make decisions that are not just profit oriented, which could include taking a lower margin on sales to make our products more affordable,” added Richard. “Health and wellness shouldn’t have a high price tag, and we’re doing what we do because we’re passionate about making good or better health a goal anyone can achieve.”

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