It’s easy to focus on what’s inside your supplement bottle, but what it’s made from matters, too. When we took a hard look at New Chapter’s supplement packaging, the numbers surprised even us. As part of our 2024 Impact Report, New Chapter identified that packaging makes up roughly 38%† of New Chapter’s total emissions. That’s more than one-third of our emissions.
In 2021, we also measured our plastic use to create a baseline. At that time, New Chapter had approximately 34.5 metric tons (MT) of plastic in our supply chain. Virgin plastic made up approximately 89% of our plastic use. Only about 11% was recycled plastic, also known as PCR. PCR (post-consumer recycled) plastic is material made from items that have already been used and recycled.
Why supplement packaging material matters
Here’s the thing: virgin plastic is exactly what the name sounds like—created brand-new. Every time virgin plastic is created, it adds new material to the environment. That new plastic eventually will reach the end of its life in the landfill, incinerator, or worst-case scenario, out in nature. We know from research that a typical plastic bottle can take an estimated 250 years just to lose half its mass in a landfill, and potentially thousands of years to break down fully.
Recycled plastic uses existing materials
Recycled plastic gives existing plastic a second life. Instead of creating something new, recycling allows plastic that’s already been used to be broken down and made into something useful again. When you recycle at home, that’s the outcome you’re hoping for—that the material will stay in use, rather than becoming waste. This system allows brands like New Chapter to use recycled material in our packaging, reducing our reliance on new, virgin plastic.
Our goal: reduce virgin plastic by 66% by 2030
After assessing our plastic use and related emissions, New Chapter set a goal to reduce virgin plastic in our supply chain by 66% by 2030. This is a pretty ambitious goal. As of 2024, we reduced virgin plastic by about 3.7 metric tons. That brought our use down from 89% to 72%.
But that’s not enough to reach our goal. We needed to go further, and faster. So, we’re working on additional projects. Currently, we have transitioned our Elderberry Gummies out of virgin plastic packaging and into updated, 79% PCR packaging. (Note that the bottle itself is 99% PCR. The lid remains virgin plastic until we can source a PCR version.)
The process has been no small feat and took time to accomplish because of the complexity of supply chains. We could have switched earlier. But instead, we chose to use up existing virgin plastic bottles so that none would go to waste.
Elderberry gummies: journey to PCR
Our work on Elderberry gummies is finally becoming visible! We’re rolling out the PCR bottles online and on shelves. The Adult Elderberry Gummies will be the first to transition, and the Kids Gummies will follow later in 2026. Through this project, we have been able to reduce an additional metric ton of virgin plastic from our supply chain annually, or a 3.7% reduction.‡
Here’s what changed for Elderberry Gummies:
| Attribute | Pre-2026 bottle | Updated PCR packaging |
|---|---|---|
| Virgin Plastic | 100% |
21% |
| PCR Content | 0% | 79% |
| Recyclable | 100% | 100% |
In summary, we reduced virgin plastic from 100% to 21% in these products. We increased recycled content to 79%, while keeping the bottle fully recyclable.
Small changes, real progress
What we’ve learned is that the little wins add up. Over time, it takes a series of small steps to reach our big goal. Elderberry Gummies may be just one bottle, but it’s part of a much bigger shift. In fact, New Chapter is in the midst of another project to reduce virgin plastic use even more. We’ll share more as the time comes!
In the meantime, you can shop the new Elderberry Gummy bottle now, and know that your purchase is part of the progress.
† Based on FY 2023/2024 GHG inventory developed by WAP Sustainability consultants
‡ Based on New Chapter’s averaged plastic usage 2023–2025
