New Image Group

What New Image Group does

New Image Group is a New Zealand-based, privately held health and nutritional product provider founded in 1992 by Graeme Clegg. The company operates through two core subsidiaries: New Image International Ltd, an award-winning direct-selling company specialising in health, wellbeing, and nutrition products distributed through Independent Representatives across 17 countries, and NIG Nutritionals Ltd, a contract manufacturer of early-stage and adult nutritional products built around an integrated goat milk supply chain with dedicated farms, purpose-built spray plants, and packing facilities. Flagship consumer brands include Alpha Lipid Lifeline colostrum products, the ViteNZ/VITENZ weight management and colostrum range, and New Image Honey, while the manufacturing arm also produces for third-party international brands such as Baby Steps and Symbiotics.

The business model is a hybrid of direct-to-consumer direct-selling and B2B contract manufacturing. Consumer products reach end users through a field-based independent representative network and, since 2019, through a Tmall flagship store in China selling VITENZ-branded products. The manufacturing division generates professional-services revenue from producing nutritional products for international brand owners. In July 2022, the company expanded its portfolio into the adjacent skincare and cosmetics vertical by acquiring the Nutrimetics brand from Tupperware Brands Corporation (NYSE: TUP) for an undisclosed sum, adding a natural fit with the existing health and nutrition offering.

The company's headquarters is at 19 Mahunga Drive, Mangere Bridge, Auckland 2163, New Zealand. It remains under founder and chairman Graeme Clegg's ownership with no disclosed parent company or institutional investors. The geographic footprint is anchored in New Zealand and China, with broader Asia-Pacific reach and distribution claims across 17 markets. No specific pricing, revenue, or headcount data is disclosed in the source materials.

Name

New Image Group

Legal name

New Image Group

Website

https://newimagegroup.co.nz

Company type

Private

Founded year

1992

Operating status

Operating

Short description

New Image Group is a New Zealand-based, privately held health and nutritional product provider founded in 1992, operating direct-selling across 17 countries and B2B contract manufacturing through subsidiaries New Image International and NIG Nutritionals, with brands including Alpha Lipid Lifeline, ViteNZ, and Nutrimetics.

Ownership category

akta.pro rank

Product category

Nutritional Supplements and Health Products

NAICS

Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

akta.pro secondary industry

Weight Management & Meal Replacement Foods Manufacturing (Shakes, Bars, Portion-Controlled Meals) (AFAKAJAF)

Keywords

• Direct selling nutrition
• Colostrum supplements
• Goat milk products
• Nutritional manufacturing services
• Weight management products

Headquarters

HQ city

Mangere

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct Selling - Health and Nutritional Products: New Image International operates as a direct-selling company, distributing health, wellbeing, and nutrition products through Independent Representatives across 17 countries.
2. B2B Manufacturing Services: NIG Nutritionals manufactures early-stage and adult nutritional products for international companies and brands including Baby Steps and Symbiotics. Revenue generated from manufacturing services for third-party brands.
3. Brand Portfolio Expansion: Revenue from proprietary brands including ViteNZ (weight management, colostrum, honey products). The acquisition of Nutrimetics adds skincare and cosmetics to the product portfolio.

Go-to-market motion2 records

Distribution channels3 records

Core offering

New Image Group manufactures and sells health, wellbeing, and nutrition products—including its flagship Alpha Lipid Lifeline colostrum, ViteNZ weight management and colostrum products, and New Image Honey—through a direct-selling network of Independent Representatives in 17 countries. It also operates NIG Nutritionals, a B2B manufacturer of early-stage and adult nutritional products (specializing in goat milk production) for international brands such as Baby Steps and Symbiotics, and markets the Nutrimetics skincare and cosmetics brand acquired in 2022.

Product overview

New Image Group is a New Zealand-based health and nutritional product provider consisting of two main companies: New Image International (a direct-selling company specialising in health, wellbeing, and nutrition with products like Alpha Lipid Lifeline) and NIG Nutritionals (a global manufacturing leader of early-stage and adult nutritional products, including goat milk-based products supporting brands like Baby Steps and Symbiotics). The portfolio includes the VITENZ/ViteNZ brand selling weight management and colostrum products through Tmall, New Image Honey, and the recently acquired Nutrimetics skincare and cosmetics brand from Tupperware.

Differentiator

Problem solved

Functional benefit

Brands

• ViteNZ: Weight management and colostrum products brand
• VITENZ
• Alpha Lipid Lifeline™
• New Image™ Honey

Products and services

• New Image International Direct-Selling Health Products Award-winning globally recognised direct-selling company specialising in health, wellbeing, and nutrition. Produces a range of high-quality natural ingredients and products including the popular Alpha Lipid Lifeline colostrum product. Distributed through Independent Representatives across 17 countries.
• Alpha Lipid Lifeline Flagship colostrum product manufactured by New Image International, featuring high-quality natural ingredients for health and wellbeing. Marketed under the Alpha Lipid Lifeline trademark.
• NIG Nutritionals Manufacturing Services Global leader in contract manufacturing of early-stage and adult nutritional products, including goat milk-based products for international companies and brands such as Baby Steps and Symbiotics. Operates an integrated supply chain with dedicated farms, purpose-built spray plants, and packing facilities.
• ViteNZ Weight Management Products Weight management product line under the ViteNZ brand, part of New Image Group's nutrition portfolio.
• ViteNZ Colostrum Products Colostrum-based product line under the ViteNZ brand, part of New Image Group's nutrition portfolio.
• New Image Honey Honey product sold under the New Image brand, part of the natural nutrition product lineup.
• Nutrimetics Skincare and Cosmetics Skincare and cosmetics brand acquired from Tupperware Brands Corporation in July 2022, extending New Image Group's wellness portfolio into beauty products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core, minor and strategic.

• Alibaba Group (Tmall)coreChannel Partner/ Reseller/ Distributor · 1 January 2019New Image Group opened its flagship store on the Tmall platform in 2019 to sell VITENZ brand products and establish the New Image Group brand in China, the most populous international market. This represents a significant e-commerce distribution partnership for the Chinese market.
• Baby StepsminorChannel Partner/ Reseller/ DistributorNIG Nutritionals supports the Baby Steps brand through manufacturing services, producing early-stage nutritional products for this international brand.
• SymbioticsminorChannel Partner/ Reseller/ DistributorNIG Nutritionals supports the Symbiotics brand through manufacturing services for nutritional products.
• Tupperware Brands CorporationstrategicStrategic or Co-development PartnerNew Image Group acquired the Nutrimetics skincare and cosmetics brand from Tupperware Brands Corporation (NYSE: TUP) for an undisclosed sum in July 2022. Nutrimetics is described as a natural fit with New Image's portfolio of health and nutrition products.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Herbalife: Global direct-selling company specializing in nutrition, weight management, and wellness products distributed through an independent representative network, making it a direct analogue to New Image International's core channel and product mix.
• Amway: Large multinational direct-selling company with health, nutrition, and beauty product lines distributed via independent distributors across many countries, comparable in channel model and category breadth to New Image Group.
• Nu Skin Enterprises: Direct-selling company combining nutritional supplements with a significant skincare and cosmetics business, closely mirroring New Image's dual health/nutrition and Nutrimetics beauty portfolio.
• Blackmores: Australia/New Zealand-based natural health company selling vitamins, supplements, and nutritional products across Asia-Pacific, sharing New Image's ANZ origin, premium positioning, and functional health category focus.
• Synlait Milk: New Zealand-based nutritional milk manufacturer including infant formula and dairy-based nutritional powders for international brands, comparable to NIG Nutritionals' contract manufacturing of goat milk-based nutritional products.
• USANA Health Sciences: Direct-selling nutrition and personal care company distributing supplements and functional foods through independent distributors globally, comparable in channel and premium nutrition positioning.
• Mannatech: Direct-selling company specializing in glyconutrient and wellness supplements, providing a closer analogue for the colostrum and specialty nutritional ingredient focus of New Image's Alpha Lipid Lifeline product.

Regional players

• a2 Milk Company: New Zealand-headquartered premium dairy and nutritional milk brand sold internationally, sharing the NZ dairy heritage and Asian market focus that underpins New Image's goat milk product positioning.

Broad incumbents

• Tupperware Brands Corporation: Former parent of the Nutrimetics brand acquired by New Image in 2022; broader direct-selling incumbent with overlapping distribution history and recently active in divestiture transactions relevant to Nutrimetics integration risk.

Emerging players

• Bellamy\'s Organic (Tasmanian Pure Foods): ANZ-based organic infant nutrition brand with Asia-Pacific distribution overlap; comparable as a customer/competitor in the early-life nutrition category supplied by NIG Nutritionals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about New Image Group