NOW® – the largest independent and family-owned manufacturer of natural products in the U.S. health food store channel – is investing in third-party certification for detection of banned substances to ensure product purity for the entire extensive NOW® Sports line. The company is also updating the packaging to new silver labels, with the first lots in stores by the beginning of March.
“NOW’s products already undergo extensive internal testing for identity, purity, strength and composition to ensure that what is on the label is in the bottle, but we are proud to institute the Informed Sports program for our entire sports line as an additional assurance,” said Aaron Secrist, NOW’s Vice President of Quality and Regulatory Affairs. “Typically some companies have a handful of products certified but to my knowledge NOW® Sports is the first to have the entire line certified, and it is an extensive line. This is a noteworthy accomplishment that will give elite athletes worry-free access to the most comprehensive line of natural sports products in the world.”
An accredited third party lab will test every batch of each product against more than 200 prohibited substances included on lists such as WADA (World Anti-doping Association), NFL, NHL, MLS, MLB, NBA, PGA/LPGA, NCAA and WTA.