New Vitality

What New Vitality does

New Vitality is a direct-to-consumer nutraceutical brand that produces and markets doctor-developed nutritional supplements, primarily in men's health and daily nutrition. Its core catalog consists of the Super Beta Prostate line (Advanced and Max variants) for prostate and urinary health, the Ageless Male line (including Ageless Male MAX) positioned as a nitric oxide and testosterone booster, and Ruby Reds, a fruit-and-vegetable superfood powder. The company sells exclusively through the e-commerce storefront healthydirections.com, operated by its parent Healthy Directions LLC, with no disclosed retail or third-party marketplace presence. Product positioning leans on a Triple-Testing Philosophy (ingredient screening, finished-goods batch testing, and independent laboratory testing) and a 30-year brand track record as the primary quality differentiators.

The business model is subscription-led direct-to-consumer commerce. Customers purchase one-time or autoship orders, with $1.99 flat shipping on orders of $99 or more and a 90-day, 100% satisfaction guarantee. Customer acquisition is driven by email/newsletter capture, social media presence on Facebook, Twitter, and YouTube, and content marketing (articles and podcasts) anchored on doctor-developed credibility. Target segments are mid-life and older men seeking prostate and testosterone support, plus a secondary segment of health-conscious consumers using the Ruby Reds superfood product. A dedicated subscriber phone line (1-800-211-6363) supports retention.

The company is privately held with 51-100 employees. Founder Joe Perrotto serves as President and CEO. Headquartered in Hauppauge, NY (with parent Healthy Directions LLC based in Bethesda, MD), New Vitality is a sub-brand within the larger Healthy Directions/Doctors Preferred platform. The most recent disclosed capital event was a 2010 round with NorthStar Capital; there is no evidence of subsequent funding, M&A, or material leadership turnover.

Name

New Vitality

Legal name

Healthy Directions LLC

Website

https://newvitality.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

New Vitality is a direct-to-consumer nutraceutical brand selling doctor-developed supplements, primarily men's prostate and testosterone products plus a superfood powder, through subscription e-commerce on healthydirections.com under parent Healthy Directions LLC.

Ownership category

akta.pro rank

Product category

Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro industry

PRIMARYCRADAGAL

Men’s Health Supplements (Testosterone, Prostate, Vitality)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAM

Healthy Aging & Cognitive Support Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

SECONDARYCRADAGAI

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Nutritional supplements
• Men's health supplements
• Prostate support supplements
• Testosterone support supplements
• Superfood powder supplements

Headquarters

HQ city

Farmingdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Supplement Sales: Direct-to-consumer sales of nutritional supplements through e-commerce website. Products include Super Beta Prostate, Ageless Male, Ruby Reds superfood powder, and other health products. Revenue generated through one-time purchases and subscription/autoship recurring orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

New Vitality is a producer and direct-to-consumer marketer of doctor-developed nutritional supplements, sold primarily through the e-commerce storefront healthydirections.com. The product range centers on men's health (prostate support via the Super Beta Prostate line, testosterone and nitric oxide support via Ageless Male) and daily nutrition (Ruby Reds superfood powder), with a subscription/autoship option and a 100% Satisfaction Guarantee. Quality is reinforced by a proprietary Triple-Testing Philosophy covering ingredient screening, finished-goods testing, and independent laboratory verification.

Product overview

New Vitality is a health supplement brand offering a portfolio of doctor-developed nutraceutical products primarily focused on men's health and daily nutrition. The core product lineup includes Super Beta Prostate Advanced (prostate support with Saw Palmetto), Ageless Male MAX (nitric oxide and testosterone booster), Super Beta Prostate Max (clinically backed prostate formula), and Ruby Reds (superfood powder). These products are supported by a Triple-Testing Philosophy for quality assurance, with all formulations backed by research-backed doses of key ingredients. The brand operates as part of Healthy Directions and emphasizes 30 years of track record in delivering safety, quality, and service.

Differentiator

Problem solved

Functional benefit

Brands

• Super Beta Prostate: Prostate health support supplements including Super Beta Prostate Advanced and Super Beta Prostate Max variants.
• Ageless Male
• Ruby Reds

Products and services

• Super Beta Prostate Advanced Prostate health support supplement featuring Saw Palmetto, designed to promote urinary health and prostate function in men, marketed as the next level of the Super Beta Prostate line.
• Ageless Male MAX Nitric oxide and testosterone booster supplement formulated to help men improve energy, mood, and stamina, typically paired with exercise.
• Super Beta Prostate Max Clinically backed prostate support formula designed to promote healthy prostate function and urinary flow in men.
• Ruby Reds Superfood powder supplement containing a blend of fruits, vegetables, vitamins, minerals, and other nutrients, marketed for taste and daily nutritional support.
• Super Beta Prostate (product line) Product line category for prostate health supplements, offering various formulations targeting urinary and prostate wellness in men.
• Ageless Male (product line) Product line category for male vitality supplements designed to support energy levels, testosterone levels, and overall masculine health.
• New Vitality Superfoods (product line) Product category featuring nutrient-dense superfood supplements, including powders and formulations rich in vitamins, minerals, and beneficial nutrients.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Life Extension: Long-tenured DTC supplement brand selling doctor- and science-backed vitamins and condition-specific supplements directly to consumers via subscription — the most direct comparable to New Vitality's model and customer mix.
• Puritan's Pride: Established direct-to-consumer vitamins and supplements brand selling condition-targeted SKUs (including prostate and men's health) at value pricing — overlaps with New Vitality on category, channel, and target demos.
• Doctor's Best: Doctor-founded supplement brand emphasizing science-backed, third-party-tested formulations sold through DTC and select retail — closely comparable on doctor-formulation positioning and quality-assurance messaging.

Broad incumbents

• Nature's Bounty: Mass-market supplement manufacturer with broad mass and drugstore distribution including men's health, multivitamins, and specialty condition SKUs — a larger incumbent that competes for the same consumer wallet share as New Vitality.
• NOW Foods: Large, broad-line supplement manufacturer selling through both wholesale and DTC channels with deep men's health, superfood, and specialty condition assortments — a benchmark on category breadth and quality positioning.
• GNC: National specialty retailer and house brand portfolio covering men's vitality, prostate, and daily supplement categories — competes for the same end consumer across both physical retail and online channels.
• Centrum ( Haleon ): Mass-market multivitamin and condition-specific supplement brand with broad drugstore and grocery distribution — competes for daily-nutrition share adjacent to New Vitality's Ruby Reds franchise.

Emerging players

• Ritual: Premium DTC supplement brand built on doctor-developed, third-party-tested formulations and a subscription model — comparable on GTM mechanics and quality/positioning narrative, though focused primarily on women's health.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/New_Vitality
• YouTubeyoutube.com/user/HealthyDirections
• Facebookfacebook.com/newvitalityproducts

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vitality