What New Chapter does

New Chapter is a Vermont-based, privately held vitamin and dietary supplement company founded in 1982 that pioneered fermented vitamins as a differentiation mechanism, using probiotic fermentation to improve nutrient bioavailability relative to conventional tablets and gummies. The company operates a broad catalog of more than 50 SKUs organized into product lines covering women's wellness, men's wellness, prenatal and postnatal nutrition, bone and joint health (including the flagship Zyflamend multi-herbal line, originally launched in 1999 as Inflamend), digestive health (All-Flora probiotic system), fish oil and omega supplements, menopause and midlife support, kids' gummies, and beauty-from-within supplements, with multiple delivery formats including capsules, tablets, gummies, softgels, liquids, and powders. Its core proprietary technology is fermentation-based nutrient processing supported by a stack of third-party certifications (Certified B Corporation, Non-GMO Project Verified, iGen Non-GMO, Organic since 2005, Regenerative Organic Certified, ClimeCo Certified carbon-reduced, Gluten Free, Kosher, Vegan) and DNA-tested probiotic strain authentication.

The business operates a hybrid direct-to-consumer and retail distribution model. DTC revenue is generated through the newchapter.com Shopify storefront, a Subscribe & Save subscription program offering 15% off recurring orders, a New Chapter Rewards loyalty program, and content marketing via the wellness blog, with typical product pricing in the $17-$75 range depending on SKU and supply duration. Retail revenue flows through Amazon, premium organic retailers such as Erewhon Market (10 Southern California locations, where three products were launched in May 2026), and general retail chains including CVS, Walmart, and GNC. The company serves consumer segments across life stages and genders (women, men, prenatal/postnatal, kids, midlife 40+/55+), with no enterprise B2B concentration. Inferred scale places annual revenue in the $100M-$250M band given headcount of 501-1,000 employees, multi-channel distribution, and category-leading positions (#1 fermented multivitamin, #1 natural joint supplement) in U.S. natural and Amazon channels.

Name

New Chapter

Legal name

New Chapter, Inc.

Website

https://newchapter.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

501–1,000 employees

Short description

New Chapter is a Vermont-based, privately held supplement company founded in 1982 that designs and sells fermented vitamins, probiotics, and herbal supplements across women's, men's, prenatal, kids, and midlife segments via DTC e-commerce, Amazon, Erewhon, and mass retail.

Ownership category

akta.pro rank

Product category

Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Probiotics & Digestive Health Supplements (CRADAGAF), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Vitamins & Minerals (Single Nutrients) (CRADAGAB)

Keywords

• Fermented vitamins
• Herbal supplements
• Multivitamin products
• Probiotic supplements
• Organic wellness supplements

Headquarters

HQ city

Brattleboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct-to-Consumer Supplement Sales: Primary revenue stream from selling vitamins, minerals, and supplements directly through newchapter.com e-commerce platform with subscription options. Products range from $17-$60+ for monthly supplies.
2. Retail Distribution: Revenue from distributing products through retail partners including premium organic retailers like Erewhon Market and general retail chains.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

New Chapter manufactures and sells a broad portfolio of dietary supplements — including fermented multivitamins, prenatal/postnatal vitamins, probiotics, fish oil and omega supplements, herbal pain-relief (Zyflamend), plant calcium for bone health, and targeted single vitamins/minerals — formulated with whole-food, organic, Non-GMO ingredients. Products are sold directly to consumers through the company-owned newchapter.com e-commerce site (with subscription) and through premium and mainstream retail partners including Erewhon Market, CVS, Walmart, GNC, and Amazon.

Product overview

New Chapter is a Vermont-based vitamin and supplement company founded in 1982, pioneering fermented vitamins as a functional improvement over conventional supplements. The company offers a comprehensive portfolio of over 50 distinct supplement products organized into product lines including: core multivitamins (Every Woman's One Daily, Every Man's One Daily), the flagship Zyflamend multi-herbal line, the All-Flora probiotic and digestive health line, bone health products (Bone Strength Take Care), omega-3 fish oil supplements (Wholemega), prenatal/postnatal vitamins (Perfect Prenatal, Perfect Postnatal), organic supplements, and ClimeCo Certified carbon-reduced products. Products are categorized by wellness goals (Women's Wellness, Men's Wellness, Prenatal & Postnatal, Bone & Joint, Digestive Health, Beauty & Healthy Aging, Energy, Immunity, Heart Support, Sleep, Stress Support, Inflammation Support) and are available in multiple formats including capsules, tablets, gummies, liquids, softgels, and powders. The company emphasizes fermented, organic, Non-GMO, and sustainably sourced ingredients with third-party certifications including Certified B Corporation, Organic, Non-GMO Project Verified, Gluten Free, Vegan, Kosher, ClimeCo Certified, and Regenerative Organic Certified.

Differentiator

Problem solved

Functional benefit

Brands

• All-Flora: Probiotic and digestive health product line including All-Flora Probiotic, All-Flora Probiotic Enzyme Complex, All-Flora Digestive Super Greens, All-Flora Multi-Fiber Blend, and All-Flora Probiotic Menopause Balance
• Zyflamend
• Wholemega
• Bone Strength Take Care
• Every Woman's One Daily
• Every Man's One Daily
• Perfect Prenatal
• Turmeric Force
• Ashwagandha Force
• Estrotone
• Shatavari Force

Products and services

• Every Woman's One Daily Multivitamin The #1 fermented multivitamin formulated for women, designed for absorption with whole-food fermented nutrients and superfoods to support overall wellness, immune function, energy, and healthy aging.
• Every Man's One Daily Multivitamin Daily fermented multivitamin formulated for men, designed for absorption with whole-food nutrients supporting energy, heart, digestive, prostate, and immune health.
• Bone Strength Take Care Slim Tablets Clinical-strength organic plant calcium supplement with Vitamin K2 and fermented D3, formulated to reduce osteoporosis risk and support bone health with better absorption.
• Liquid Multivitamin Liquid multivitamin for adults, teens, and kids 2+ featuring 22 vitamins and minerals, fermented nutrients, organic superfoods, and 30% more nutrients than leading liquid multivitamins, available in Orange Mango and Mixed Berry flavors.
• Zyflamend Premier multi-herbal supplement featuring 10 traditional superfood herbs, the #1 natural joint supplement and muscle pain reliever supporting healthy inflammation response, joint comfort, and mobility.
• Omega-3 Complex Fish oil supplement from wild Alaskan salmon delivering heart-healthy omega-3s, including EPA and DHA, plus naturally sourced astaxanthin.
• Wholemega Fish Oil Heart-healthy whole-food omega-3 supplement from 100% wild Alaskan salmon, delivering 17 whole omegas and naturally sourced Vitamin D3 with astaxanthin.
• Magnesium + Ashwagandha Targeted blend supporting muscle, bone, heart, and nerve health with 2.5x better absorption, providing regular source of magnesium combined with adaptogenic ashwagandha for relaxation and recovery.
• All-Flora Probiotic 3-in-1 prebiotic, probiotic, and postbiotic system with clinical-strength probiotics for advanced digestion support, maintaining healthy gut microbiome balance.
• Advanced Perfect Prenatal Multivitamin Prenatal supplement with 23 vitamins and minerals made with organic vegetables and herbs in 3 nutrient-packed tablets, including Methylfolate, Vitamin D3, and Iron to support healthy pregnancy.
• Perfect Postnatal Multivitamin Postnatal supplement formulated for new and nursing mothers with Iron, Folate, Vitamin B6, Vitamin D3, and nutrients to support postpartum recovery and breastfeeding.
• Turmeric Force Supercritical turmeric extract supplement with optimal absorption of curcumin, supporting healthy inflammation response and heart and brain health.
• Ashwagandha Force Concentrated whole-herb ashwagandha extract supporting stress response, mental and physical stamina, and adaptogenic balance.
• Estrotone Menopause Support Herbal supplement with Chaste Tree, Evening Primrose Oil, Schizandra, and Black Cohosh for multi-symptom menopause relief including hot flashes and night sweats.
• Daily Skin Renewal Skin health supplement featuring astaxanthin for visibly improved fine lines and wrinkles, hydrated skin, and collagen protection.
• Omega-7 Sea Buckthorn Blend Beauty nourishment supplement with omega-7 from sea buckthorn supporting skin health and beauty from within.
• Prostate 5LX Saw Palmetto Blend Prostate health supplement with saw palmetto supporting normal urine flow and overall prostate wellness.
• Berberine 1000 mg Metabolic health support supplement with berberine for blood sugar balance and overall cardiovascular wellness.
• Advanced D3 & K2 + Turmeric Bone and heart support supplement combining vitamin D3, vitamin K2, and turmeric for optimal calcium absorption and cardiovascular health.
• Elderberry Force 64x concentrated Black Elderberry extract supplement providing powerful antioxidant action and immune system support.
• Vegan Omega-3 Complex Plant-based omega-3 supplement from fermented microalgae providing essential fatty acids for heart and brain health.
• Fermented Coenzyme B Complex Fermented B vitamin complex with eight B vitamins supporting nervous system health and cellular energy metabolism.
• Magnesium + Plant-Based Melatonin Sleep support supplement combining magnesium with plant-based melatonin, tart cherry, and ashwagandha for restful sleep without next-day grogginess.
• Mind Force Lion's Mane Mushroom Blend Lion's mane mushroom blend supporting cognitive function, healthy aging, and mental clarity.
• Kids Multivitamin Gummies Children's multivitamin gummies with 13 vitamins and 4 minerals, made with organic inulin fiber from Blue Agave instead of added sugar, for kids ages 4+.
• Organic Holy Basil Booster Powder Regenerative Organic Certified holy basil powder supporting stress management and immune health, sourced from sustainably grown herbs.
• Shatavari Force Herbal supplement with shatavari for perimenopause and menopause transition support, promoting hormonal balance.

Quantifiable outcome

• 30% more nutrients than leading liquid multivitamins
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Erewhon MarketcoreChannel Partner/ Reseller/ Distributor · 1 May 2026New Chapter launched three targeted wellness products (Zyflamend, Daily Skin Renewal, and Omega-7 Sea Buckthorn Blend) at Erewhon Market, a Certified B Corporation organic retailer with 10 locations across Southern California. The partnership positions New Chapter's supplements with Erewhon's premium, ingredient-conscious consumer base in the natural products sector.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• NOW Foods: Large, broad-line supplement manufacturer with deep SKU breadth across vitamins, herbs, and specialty supplements. Competes on range and value pricing, squeezing New Chapter from below on mass-market shelf.
• Nature's Way: Major herbal and supplement brand with overlapping lines in fermented/whey-bound botanicals (similar to Zyflamend's herbal positioning), multivitamins, and condition-specific supplements across mass and natural channels.
• Gaia Herbs: Herbal-focused supplement brand with comparable regenerative/organic sourcing story and premium positioning. Direct overlap in herbal extracts, women's health, and stress/sleep categories.
• Garden of Life: Garden of Life is the closest direct peer — also a pioneer in organic, whole-food, and fermented supplements with comparable certifications (USDA Organic, Non-GMO, Certified B Corp). Both brands compete head-to-head in probiotics, multivitamins, and prenatal segments.
• Thorne: Premium practitioner-grade supplement brand with strong DTC presence. Comparable on quality positioning, third-party testing (NSF), and high-end pricing — competes for the same credentialed, ingredient-conscious consumer.
• Solgar: Long-established premium vitamin and mineral brand with comparable multivitamin, omega-3, and specialty condition product lines. Competes in the same premium supplement set across health food stores, pharmacies, and DTC.
• Rainbow Light: Direct competitor in food-based, prenatal, women's, and men's multivitamins. Competes for the same horizontal 'lifestyle wellness' consumer with comparable ingredient credentials and price points.
• MegaFood: Vermont-based premium supplement brand producing whole-food, farm-fresh vitamins and minerals. Direct overlap with New Chapter on fermented multivitamins, women's health, and clean-label positioning in natural and specialty retail.

Broad incumbents

• Nestlé Health Science: Strategic parent of Garden of Life and a major incumbent in vitamins/minerals and clinical nutrition. Represents the largest scaled competitor in the organic/whole-food supplement space that New Chapter competes in.

Emerging players

• Ritual: DTC-native multivitamin brand built on third-party testing, traceability, and minimalist positioning. Represents the digitally-native challenger that competes for the same ingredient-conscious Millennial/Gen Z consumer with a social-first growth motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newchapter
• Facebookfacebook.com/NewChapter
• LinkedInlinkedin.com/company/new-chapter-inc-

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Chapter