New Roots Herbal
New Roots Herbal is a Canadian GMP-compliant, Health Canada-licensed manufacturer and distributor of natural health products, founded in 1985 and headquartered in Vaudreuil-Dorion, Quebec, serving the Canadian NHP market.
- Company typePrivate
- Founded1985
- HeadquartersVaudreuil-dorion, Canada
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What New Roots Herbal does
New Roots Herbal is a Canadian natural health product manufacturer and distributor headquartered in Vaudreuil-Dorion, Quebec. The company has been operating since 1985 and is positioned as a GMP-compliant manufacturer with Health Canada site licensing, the two regulatory preconditions required to legally produce and sell natural health products (NHPs) in the Canadian market. Its headcount of 51–100 employees indicates a mid-sized manufacturer-distributor rather than a contract-only producer or a brand-only reseller.
The firm's operating model combines in-house manufacturing with distribution, consistent with a vertically integrated NHP business that controls formulation, production quality systems, and downstream channel movement. The combination of GMP certification and a Health Canada NHP site licence imposes facility, quality assurance, and documentation requirements that act as a barrier to entry and supports continuity of operations across product categories such as vitamins, herbal extracts, and other dietary supplements typical of the Canadian NHP framework.
Revenue mechanics, product mix, customer segmentation, pricing, and distribution channels were not retrievable from the primary source at the time of collection — the company's own website returned a bot-verification loader and no financial disclosures, investor materials, or third-party coverage were available in the supplied data. As a result, channel mix (B2B practitioner/retail vs. direct-to-consumer e-commerce vs. wholesale) cannot be characterized from the input. Governance is founder-led, with Peter Wilkes listed as founder, CEO, and president.
New Roots Herbal firmographics
Firmographics- Name
- New Roots Herbal
- Website
- https://newrootsherbal.com
- Company type
- Private
- Founded year
- 1985
- Headcount range
- 51–100 employees
- Short description
- New Roots Herbal is a Canadian GMP-compliant, Health Canada-licensed manufacturer and distributor of natural health products, founded in 1985 and headquartered in Vaudreuil-Dorion, Quebec, serving the Canadian NHP market.
- Ownership category
- akta.pro rank
New Roots Herbal industry classification
Industry- Product category
- Dietary Supplements
- NAICS
- Medicinal and Botanical Manufacturing (325411)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)
- akta.pro secondary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where New Roots Herbal is headquartered
LocationHeadquarters
- HQ city
- Vaudreuil-dorion
- HQ country
- Canada
- HQ region
- North America
Markets served
New Roots Herbal business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
New Roots Herbal product offering
Product offeringCore offering
New Roots Herbal is a Canadian manufacturer and distributor of natural health products, operating under GMP compliance with Health Canada licensing. The company produces and sells its own line of dietary and herbal supplements under the New Roots Herbal brand, distributing them through retail, health practitioner, and direct-to-consumer channels.
Differentiator
Problem solved
Functional benefit
Products and services
- New Roots Herbal branded natural health products New Roots Herbal's own line of GMP-compliant, Health Canada-licensed natural health and dietary supplements manufactured and distributed under the New Roots Herbal brand, sold to consumers, health practitioners, and retailers in Canada.
Companies that use New Roots Herbal
Customer profileIdeal customer profiles2 records
New Roots Herbal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
New Roots Herbal partnerships and signals
Strategic signalRecent moves1 record
Expansion highlights2 records
New Roots Herbal competitors and assessment
Company assessmentDirect peers
- Natural Factors: Canadian natural health product manufacturer and distributor, also GMP-compliant, producing a broad range of vitamins, herbal, and botanical supplements. It is the closest geographic and product-line competitor to New Roots Herbal, serving overlapping retail and practitioner channels across Canada.
- Jamieson Wellness: One of Canada's largest manufacturers of natural health products, including herbal and botanical supplements. Comparable to New Roots Herbal in product category and Health Canada licensing, with broader scale and an established export presence.
- Organika Health Products: Canada-based natural health products manufacturer and brand owner offering vitamins, herbal supplements, and functional wellness products. Directly competes with New Roots Herbal in Canadian and international natural health retail channels.
- A.Vogel (Bioforce): Swiss-rooted manufacturer of clinically-studied herbal and botanical supplements distributed globally, including through the Canadian market. Operates its own cultivation and GMP manufacturing, mirroring New Roots Herbal's integrated botanical production approach.
- Gaia Herbs: Vertically integrated herbal supplement manufacturer focused on traceability from seed to shelf in standardized extracts and liquid phytocaps. Closely comparable to New Roots Herbal in botanical-only positioning and quality-led manufacturing discipline.
Broad incumbents
- Nature's Way: Long-established broadline supplement brand with a strong herbal and botanical subline. Larger and more diversified than New Roots Herbal, but directly overlapping on herbal SKUs across North American retail.
- NOW Foods: Large US-based supplement manufacturer and brand offering an extensive herbal, vitamin, and sports-nutrition catalog. Operates at far greater scale than New Roots Herbal but competes directly on price-positioned herbal SKUs and ingredient quality.
- Solgar: Premium-positioned vitamin, mineral, and herbal supplement brand with global distribution, including Canada. Comparable to New Roots Herbal in GMP manufacturing standards and the practitioner/health-store channel strategy.
- Life Extension: Premium supplement brand with strong herbal and botanical offerings sold primarily through direct-to-consumer channels. Comparable to New Roots Herbal on premium botanical SKUs and standards-led manufacturing, though distribution model differs.
Emerging players
- Himalaya Wellness: Globally scaling herbal and ayurvedic supplement brand expanding its North American footprint with single-herb and proprietary botanical formulations. Comparable on botanical specialization and GMP manufacturing, though with a distinct ingredient heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
New Roots Herbal social profiles
Digital presenceNew Roots Herbal financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Roots Herbal leadership team
Management profileNumber of profiles
Profiles1 record
New Roots Herbal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Roots Herbal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Roots Herbal
What does New Roots Herbal do?
New Roots Herbal is a Canadian manufacturer and distributor of natural health products, operating under GMP compliance with Health Canada licensing. The company produces and sells its own line of dietary and herbal supplements under the New Roots Herbal brand, distributing them through retail, health practitioner, and direct-to-consumer channels.
When was New Roots Herbal founded?
New Roots Herbal was founded in 1985. It employs 51 to 100 people.
Where is New Roots Herbal based?
New Roots Herbal is headquartered in Vaudreuil-dorion, Canada, in the North America region.
Who are New Roots Herbal's main competitors?
Direct peers on record are Natural Factors, Jamieson Wellness, Organika Health Products, A.Vogel (Bioforce) and Gaia Herbs. Broad incumbents are Nature's Way, NOW Foods, Solgar and Life Extension. Himalaya Wellness is listed as an emerging player.
Does New Roots Herbal have an API?
No public API is recorded for New Roots Herbal.
What industry is New Roots Herbal in?
New Roots Herbal's product category is Dietary Supplements. Its primary akta.pro industry code is AFAJAKAD, Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts), with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 325411 and its SIC code is 2833.