There’s something about the dawn of a new year that makes you want to change things up. You may have noticed that some of your favorite Nature’s Way products are looking a little different these days. There’s a reason for that! It’s a new era for this beloved brand, and we couldn’t be more excited about what the future holds.  

Here’s what you need to know about our refreshed look. 

It’s been a few years in the making 

Initial conversations and brainstorm sessions began in early 2022, and the process required input from nearly every team company-wide. It all started with nature, as many things do at Nature’s Way. After all, “Inspired by the power of nature” is our brand tagline, so we looked to the outside world for inspiration for everything from colors to copy. 

It nods to our heritage and history 

It’s another way we continue the legacy of founder Tom Murdock, who started Nature’s Way more than 50 years ago with a small line of herbal supplements inspired by ancient wellness traditions. “As a pioneer in the supplement industry for decades, we have always looked to nature first for inspiration,” says Geoff Wills, Vice President of Nature’s Way Global Brand. “This is the heritage Nature’s Way was founded upon and an important way to define what makes Nature’s Way unique among the thousands of vitamin brands in our category.” 

We looked to nature for inspiration 

The team wanted to reflect some vibrancy and color from the natural world into our packaging while also focusing on giving the complete product line – including Alive!® and Sambucus — a cohesive look. The new packaging will make it easier to spot your favorite products on the shelf, as they’ll have similar colors and design cues.  

The leaf logo got a new look too 

One such mainstay is the leaf logo, which has long been synonymous with our products; it got a makeover of its own along with the product packaging. “The new logo is a more contemporary, vibrant example of the rich beauty, energy, and power of nature,” says Wills.  

Bottles are made with post-consumer recycled materials 

The darker amber-hued bottles are also new to our product line, and each is made with 50% PCR (post-consumer recycled) content to reduce the use of virgin plastic in packaging and move us closer to our sustainability goals.