Cheers to 40 years! Yes, New Chapter® has been bringing you the good stuff for wellness ever since 1982! Taking care of people and planet has been in our DNA since Day 1, and we remain true to our roots year after year. We have been fiercely committed to delivering excellent quality from nature to bottle—every ingredient, every product, every time. We are grateful to be your trusted natural wellness brand! Let’s take a look back at some highlights from 40 years of NEW CHAPTERS in supplements.
1982: Healthy Beginnings
New Chapter was founded in 1982 in the heart of a health-food store, with the goal of revolutionizing natural wellness. At that time, your average supplement section did not have the high-quality, food-like supplements we wanted to give people. So, we set about making our own. It all started with herbs, of course. The first new chapters for customers were superlative herbal extracts, zesty Ginger and Turmeric blends, and slippery greens. These products were something special… and something entirely new. Our brand color is purple—the color of healing and of the crown chakra where humans connect to the universe.
1986: Vermont
In 1986, our company moved to Vermont. We set up in the quirky little town of Brattleboro, and we’re still here today! Also, that year we added multivitamins to our family of food-inspired products. We vowed from the start to always create new chapters… never copycats. So, we insisted on using fermented nutrients in our innovative multivitamin blends. Why use the power of tiny transformative microorganisms in a vitamin? Because fermentation helps make that vitamin or mineral as close to what your body needs as food.
1993: Supercritical extraction
In 1993, we pioneered using supercritical herbal extracts. What does that mean, exactly? Supercritical extracts are highly concentrated plant extracts made with a gentle CO2 (carbon dioxide) process, and without the types of chemical solvents used widely at the time. We could combine supercritical extracts with traditional types to create a full-spectrum approach to herbals—all the good stuff from an herb in one place. Our first supercritical product was, naturally, GINGER (Supercritical Ginger Extract), always one of our favorite herbs.
1999: Zyflamend!
In 1999, we launched Zyflamend™. It’s our flagship herbal to this day—a potent, 10-herb blend inspired by healing traditions of India, Japan, China, and the Mediterranean, and the subject of many scientific papers. This particular herbal combo with Ginger, Turmeric, and Green Tea has been shown to actually work better as a blend than if each herb were taken on its own. Zyflamend has been mentioned on talk shows, won awards, and been clinically studied. What matters to us, though, is that the people who use Zyflamend tell us its effects are life-changing. Zyflamend is a true herbal phenomenon for helping to balance your body’s healthy inflammation response and for joint support.*
Early 2000s: Mushrooms
At the dawn of the 21st century, we launched activated organic mushroom products, paying close attention to the genetic origins of each strain. One of our first blends was Mental Clarity, a Lion’s Mane blend designed to support brain health. Today you can take our Lion’s Mane in its current incarnation, Mind Force™ (supports mental clarity* with DNA-tested, ID-assured organic mushrooms). Fun fact: We also tried mushroom throat sprays so people could get a hit of tonic mushrooms at any time.
Early 2000s: Probiotics
You know we love fermentation with friendly bacteria, so creating a line of excellent quality probiotics was a natural step. Gut-healthy microorganisms for everybody! Our line of Probiotics with a Purpose™ was created to deliver well-researched and stable strains of friendly flora… the New Chapter way.
2005: Organic Certification
One of our proudest accomplishments EVER is being the first supplement company to produce multivitamins under the standards of the NOP (the USDA’s National Organic Program). We achieved this in 2005 and relaunched our entire multivitamin line with certified organic food ingredients. This milestone was an important part of our long-term mission to deliver vitamins and minerals your body can recognize and use just like food.
2007: Plant Calcium
In 2007, we launched a new chapter in calcium supplements. Bone Strength Take Care™ is formulated with a plant source that’s rich in Calcium (Lithothamnion from Iceland, aka Red Marine Algae). This whole-food approach was a bold departure from the large, limestone-based calcium tablets that were predominant at the time.
2009: Fish Oil
In 2009, we launched a new chapter in fish oil with wildly pure™ Wholemega™ sourced exclusively from 100% wild Alaskan Salmon oil. Never high-heat purified, never bleached or distilled, Wholemega is crafted with extra-virgin, fresh-pressed, whole Salmon oil that’s sustainably harvested from Alaska’s pure waters. Wholemega is bursting with 17 Omega fatty acids, including Omega-3s.
2010: Non-GMO Project Verified & more
In 2010, we received the Varro E. Tyler Award for Excellence in Phytomedicinal Research. New Chapter was the first US company to receive this prestigious honor from the American Botanical Council. 2010 was also the year we became the first vitamin and supplement company to have products verified by the Non-GMO Project. The Non-GMO Project is a third-party verification program that helps companies clearly label their products that avoid GMOs (genetically modified organisms). As leading advocates in the non-GMO movement, we believe you have the right to know what’s in your food and in your supplements. We proudly place the Non-GMO Project seal on every one of our verified products.
2012: A New Partnership
In our 30th year, New Chapter was acquired by The Procter & Gamble Company, a historic company with brands trusted by millions and dedicated to providing superior quality products that improve lives. As a wholly owned subsidiary, we continue to follow our wellness mission of revolutionizing natural wellness with the finest quality, sustainably sourced materials. Our relationship with Procter & Gamble enables us to supercharge this mission and further dial up scientific research, quality, testing, distribution, and supply chain for New Chapter formulas.
2014: Certified B Corporation®
In 2014, New Chapter was the first major supplement company to become a Certified B Corporation. This commitment means we formally define success in holistic terms with a bottom line that accounts for not just profit, but people and planet too. This was also the year we started a major project to transition our line of herbal products from gelatin softgels to vegetarian capsules—creating more 100% vegetarian supplement options for ethical and environmental reasons.
2016: Wellness Award
In this year, New Chapter first earned the Vermont Worksite Wellness Award. This recognition was developed by the Vermont Governor’s Council on Physical Fitness and Sports to acknowledge excellence in worksite wellness initiatives. As a brand committed to wellness for all, supporting our team’s health in body, mind, and spirit is a very high priority for us. New Chapter has gone on to earn this award every year since 2016, and we’ve received the Gold Level every year that it’s been offered (since 2019).
2017: Regenerative Agriculture
The future of addressing climate change and healing food insecurity goes beyond organic. Farming methods known as “regenerative agriculture” are believed to be some of the best available strategies for responding to looming global crises. In 2017, we updated our Turmeric Force™ herbal packaging to spread awareness about the importance of regeneratively farmed ingredients, such as our supercritical Turmeric extract. We’ve continued to work closely with our supplier partners on strategies to expand the holistic, forward-thinking principles of regenerative agriculture. We’re also long-time partners with the Rodale Institute, an American nonprofit, to help to fund their vital research on regenerative farming and its benefits.
2018: Best Places to Work
This year is close to our hearts because it was the first time we were named one of the Best Places to Work in Vermont! We’re an employee-driven company with a deep respect for individual creativity and well-being. We take pride in working through challenges together and remembering to celebrate the good stuff together, too. (We won this distinction again in 2021 and 2022.) Another first in 2018? We were honored as “Best for the World: Changemaker.” Changemakers are B Corps honored for having the most improvements across all assessed areas. (We earned this again in 2019!)
2019: Elderberry
This was the year of Elderberry! We already had a concentrated Elderberry extract in capsule form to deliver immune support from the power of fruit.* In 2019, we stepped it up by launching our delicious Elderberry syrup as well as Elderberry powder in easy-to-carry individual sachets. These new forms of our 64x concentrated Elderberry extract provided more immune-boosting* options for people who might not love swallowing pills (including a kid’s version of the syrup!). Both our syrup and powder are Non-GMO Project Verified and naturally sweetened with bee-friendly honey.
2020: Wellness for All
In the first year of the global pandemic, we lasered in on our company mission to deliver natural wellness of all kinds. We put formal policies into place around social justice, diversity, and inclusion, in line with our original principles of wellness for ALL. We refreshed our entire product line with an updated look and feel, designed to make it even easier to find the benefits YOU are seeking. We also added another immune-supportive Elderberry option with our first whole-food gummies. These vegan gummies deliver our 64x concentrated Elderberry extract for the whole family (kids 2+) and are sweetened with real fruit (no cane sugar).
2022: OMGummy
This year we are so excited to launch a new chapter in multivitamins, with delicious multivitamin gummies for men, women, and kids. They’re made with organic fiber instead of unnecessary extra sugar. We know that more people are relying on gummy supplements for wellness, and we believe you DON’T need a ton of fillers or cane sugar in your gummies. You can take our gummies and give them to your family knowing that you’re consuming nutrient-packed goodness.
New Chapters Ahead!
As we look to the future, you can bet New Chapter will be hard at work, as always, bringing you excellent-quality ingredients for wellness from around the world, in formulas that are backed by the latest science and formulated for your body to recognize. We’re also working on being better global citizens and on driving excellence for the supplement industry as a whole. We’ve partnered with NSF International to co-design a Responsible Sourcing Program that onboards suppliers to our goals and helps deepen their engagement in responsible and sustainable sourcing. We’re looking ahead at new ways that we can keep raising the bar, like carbon negative products, more regeneratively farmed herbs, improving accessibility to high-quality vitamins for more people, and advancing our organic mission.
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† Occasional pain following exercise
