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NOW introduces new supplement label

NOW introduces new supplement label
More visible, distinct label reflects NOW’s industry leadership.

NOW Foods has introduced a new supplement label, which will start to appear on store shelves later this month. The new label is more user-friendly, contemporary and natural looking, and comes after years of market research with both consumers and retail customers.

“NOW is very excited to launch this new supplement label,” said Jim Emme, NOW CEO. “This is the culmination of much hard work, research and reflection, but as a leader in the natural products industry we knew it was time for a change. NOW supplement consumers are very loyal, and we think they will embrace our new look and find it more functional and distinctive.”

NOW’s classic orange color remains a dominant aspect of the new label. To complement the new design, NOW has added a distinct color and image for each product category (i.e. Botanicals/Herbs, Nutritional Oils, Omega-3/Fish Oils, etc.) that will remain consistent across the category, making it easier for consumers to quickly discern what category a product belongs to and what condition or body system it’s intended for.  NOW’s current label has been used for nearly a decade.

With several hundred supplements in NOW’s inventory, this change is a major endeavor, so the company will phase in the new label by category to try to minimize the appearance of both old and new labels on store shelves. The Botanicals/Herbs category is first, followed by the Nutritional Oils and Omega-3/Fish Oil categories. The transition is expected to be complete by the end of this year.



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