NOW Health Group Canada/Puresource Natural Products Distributor

What NOW Health Group Canada/Puresource Natural Products Distributor does

NOW Health Group Canada, operating through Puresource Natural Products Distributor, is the Canadian distribution arm of the US family-owned NOW Health Group (founded 1968; headquarters in Bloomingdale, Illinois). The Canadian entity is headquartered in Guelph, Ontario (#5 – 5068 Whitelaw Road, RR6) and markets the NOW Foods Canada portfolio of natural and organic products across six core categories: supplements (vitamins, minerals, amino acids, herbs, antioxidants, probiotics, and specialty formulations), essential oils, sweeteners (BetterStevia, monk fruit, erythritol, xylitol), beauty and personal care, sports nutrition, and natural foods. Sub-brands such as NOW Kids, NOW Solutions (including Blemish Clear), NOW Sports, NOW caring tea, and BetterStevia target differentiated consumer segments including health-conscious consumers, families with children, athletes, and essential-oil enthusiasts.

The company's underlying technology is anchored in physical manufacturing and quality assurance rather than software: state-of-the-art in-house laboratories conduct approximately 31,000 quality tests monthly to verify potency, purity, and label accuracy across the product range, and the facilities are CGMP-certified by a third party (one of the first in the industry). Packaging technology has shifted to 100% post-consumer recycled (PCR) resin, with approximately 90% of supplement bottles and NOW Sports Nutrition packaging using PCR as of December 2025 and more than 15 million pounds of plastic diverted cumulatively. The portfolio carries multiple third-party certifications (Non-GMO Project Verified, USDA Organic, Canada Organic, NPA GMP with TruLabel, Kosher, Halal, Gluten-Free, Cruelty-Free, Friend of the Sea).

The business model is a one-time-sale packaged-goods operation sold primarily through Canadian retail channels (local health food stores and grocery chains with natural products sections), supported by an e-commerce-oriented marketing site at nowfoods.ca that directs consumers to a store locator rather than transacting directly. Distribution is managed exclusively by Puresource Natural Products Distributor, with marketing conducted through content (NOWledge blog, recipe library), email newsletter, and organic social channels on Instagram and Twitter. Sustainability and charitable partnerships (rePurpose Global for plastic recovery and Vitamin Angels for nutritional outreach in 70+ countries) round out the public-facing brand positioning.

Name

NOW Health Group Canada/Puresource Natural Products Distributor

Legal name

Puresource Natural Products Distributor

Website

https://nowfoods.ca

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

NOW Health Group Canada, operating through Puresource Natural Products Distributor (Guelph, Ontario), distributes the NOW Foods Canada portfolio of natural supplements, essential oils, sweeteners, beauty products, sports nutrition, and natural foods to Canadian health food stores and grocery retailers under the 1968-founded, family-owned NOW Health Group.

Ownership category

akta.pro rank

Product category

Natural Supplements and Wellness Products

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (4242), Food Manufacturing (311)

SIC

Medicinal Chemicals & Botanical Products (2833), Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000)

akta.pro primary industry

Vitamins & Minerals (Single Nutrients) (CRADAGAB)

akta.pro secondary industries

Herbal & Botanical Supplements (CRADAGAD), Probiotics & Digestive Health Supplements (CRADAGAF), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Natural supplements
• Essential oils
• Sports nutrition
• Organic sweeteners
• Natural personal care

Headquarters

HQ city

Guelph

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods - Supplements: Sale of natural and organic supplements including vitamins, minerals, amino acids, herbs, and specialty nutrients through retail distribution and e-commerce
2. Essential Oils: Pure, organic, and blended essential oils for aromatherapy, personal care, and home use sold through retail and direct channels
3. Beauty & Health Products: Natural beauty supplements, body care, facial care, hair care, and skin care products
4. Sports Nutrition: Athletic performance supplements including protein powders, amino acids, and recovery products
5. Natural Foods: Organic foods, sweeteners, teas, snacks, nuts, seeds, and cooking oils

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

NOW Health Group Canada, operating as Puresource Natural Products Distributor, manufactures and distributes a family of natural and organic consumer packaged goods including supplements (vitamins, minerals, amino acids, herbs, antioxidants, probiotics), essential oils (pure, organic, and blended), sweeteners (BetterStevia, monk fruit, erythritol, xylitol), beauty and personal care products, sports nutrition (protein powders, amino acids, creatine, recovery products), and natural foods (teas, oils, nuts, snacks). The company emphasizes comprehensive quality testing with approximately 31,000 tests conducted monthly in CGMP-certified manufacturing facilities.

Product overview

NOW Health Group Canada/Puresource Natural Products Distributor operates as a family-owned company since 1968, producing high-quality natural and organic products across six core product categories: Supplements (vitamins, minerals, amino acids, herbs, antioxidants, CoQ10, fiber, glucosamine, probiotics, and more), Essential Oils (100% pure and blended oils, roll-ons, and diffusers), Sweeteners (BetterStevia, monk fruit, erythritol, xylitol), Beauty & Health (body care, facial care, beauty supplements), Sports Nutrition (protein powders, amino acids, creatine), and Natural Foods (cooking oils, teas, snacks, nuts). The portfolio includes sub-brands such as NOW Kids (children's supplements), NOW Solutions (targeted beauty formulations like Blemish Clear), and NOW caring tea (herbal wellness teas). The company emphasizes comprehensive quality testing with approximately 31,000 tests monthly, 100% PCR packaging, and certifications including Non-GMO Project Verified, USDA Organic, Canada Organic, and NPA GMP certification.

Differentiator

Problem solved

Functional benefit

Brands

• NOW Kids®: A sub-brand offering great-tasting, clean & simple ingredient supplements for children including multivitamins, omega-3, probiotics, and vitamin D-3 liquid drops.
• NOW Solutions
• NOW Sports
• BetterStevia®

Products and services

• NOW Supplements Natural and organic supplements including vitamins, minerals, amino acids, herbs, antioxidants, probiotics, glucosamine, CoQ10, fiber, hyaluronic acid, omega fatty acids, and specialty formulations for daily health optimization across use cases such as bone health, immune support, cognitive health, heart health, joint support, glucose management, and digestive health. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Essential Oils 100% pure and blended essential oils for aromatherapy, including organic, pure, and blended varieties, plus diffusers and roll-ons for personal care and home use. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Sweeteners Natural sweetener products including BetterStevia, monk fruit (organic liquid variants), erythritol, xylitol, dextrose, extract powders, liquid sweeteners, and packets/instant tabs for healthy food preparation and beverage sweetening. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Beauty & Health Personal care and beauty products including body care, facial care, hair care, carrier oils, skin care oils, beauty supplements, hygiene, men's personal care, and the Blemish Clear collection plus Collagen Jelly Beauty Complex. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Sports Nutrition Sports and athletic nutrition products including protein powders, amino acids, creatine, energy production formulas, mass building products, men's health supplements, recovery products, and weight management formulations for active lifestyles. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Natural Foods Natural food products including cooking and finishing oils, dried fruit, flours/powders/baking mixes, natural snacks, nuts and seeds, sprouting products, teas, and drinks for healthy food preparation. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Kids Children's supplement sub-brand featuring great-tasting, clean-ingredient supplements including Multi Vitamins (Chewable Tablets in Grape Splash and Berry Lemonade flavors), Liquid Echinacea, Vitamin D-3 Liquid Drops, Omega-3 (including Omega-3 PLUS+ Gummy Chews), and Probiotics formulated for children. Sold to Canadian parents through retail health food stores and grocery stores with natural products sections.
• NOW Solutions Beauty and personal care solution sub-brand including the Blemish Clear collection (Gel Cleanser, Spot Serum, Moisturizer) targeted at acne-prone skin and specialty formulations such as Collagen Jelly Beauty Complex (Sweet Plum and Sweet Orange Jelly Stick formats). Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW caring tea Herbal tea sub-brand collection featuring organic and specialty tea blends for wellness support including Organic Senna Mint Tea, Organic Peppermint Tea, Red Raspberry Tea, TLC Seasonal Wellness Tea, Organic Turmeric Ginger Tea, Reishi Mushroom Rooibos Tea, Pau D'Arco Chai Wellness Tea, Organic Hibiscus Tea, and Organic Senna Tea. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• BetterStevia Stevia-based natural sweetener product line offering a zero-calorie sweetener alternative for beverages and food preparation. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.
• NOW Sports Sports nutrition sub-brand product line including protein powders, amino acids, creatine (such as Creatine Monohydrate Micronized Powder), and recovery supplements formulated for active lifestyles and athletic performance. Sold to Canadian consumers through retail health food stores and grocery stores with natural products sections.

Quantifiable outcome

• 31,000 quality tests conducted monthly to ensure product potency and purity
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• rePurpose GlobalcoreStrategic or Co-development PartnerNOW partners with rePurpose Global to fund the recovery of plastic waste, protect the environment, empower local workers, and keep plastic out of nature. NOW is committed to recovering 600,000 pounds of plastic by 2028 through this partnership.
• Vitamin AngelscoreOthersVitamin Angels provides life-changing vitamins to millions of mothers and children in more than 70 countries including many underserved communities across Canada. NOW supports this charitable initiative.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Flora Manufacturing & Distributors: Canadian manufacturer and distributor of natural health products including supplements, herbal remedies, and essential oils. Overlaps with NOW across botanical supplements and essential oils and serves the same Canadian natural products retail channel.
• Natural Factors: Canadian family-owned manufacturer of vitamins, minerals, herbal supplements, and homeopathic remedies. Closely comparable vertically integrated supplements competitor serving Canadian retail with overlapping product categories and quality certifications.
• Organika Health Products: Canadian natural health and wellness brand offering supplements, protein powders, and functional foods. Comparable to NOW as a Canada-based CPG supplements competitor distributed through natural health and grocery retail channels.
• Genuine Health: Canadian natural supplements brand focused on protein, digestive health, and joint care. Comparable as a mid-sized Canadian supplements CPG competing for similar shelf space in health food retail.
• Jamieson Wellness: Canada's largest manufacturer of vitamins, minerals, and supplements, publicly listed on the TSX. Direct competitor to NOW in the Canadian natural health products channel with overlapping categories including vitamins, minerals, herbs, and specialty supplements.
• Webber Naturals: Canadian supplements brand owned by Factors Group, distributing vitamins, minerals, herbal, and specialty supplements through Canadian health food and drug retail. Overlapping target customer and channel mix with NOW Canada.

Broad incumbents

• Nature's Way: Established US herbal and dietary supplements brand (owned by Schwabe Group) with broad retail distribution. Overlaps with NOW across herbal supplements, vitamins, and probiotic categories.
• Garden of Life: Organic and Non-GMO supplements brand owned by Nestlé Health Science. Comparable to NOW on organic, Non-GMO Project Verified, and broad supplements category positioning distributed through natural retail.
• Solgar: Premium global vitamins and supplements brand owned by Nestlé Health Science. Comparable to NOW as a multi-category vitamins and supplements brand distributed through health food and pharmacy retail with similar quality and certification positioning.

Regional players

• Pura Vida Marketing (distributor): Canadian distributor of natural and organic products to independent health food stores. Comparable to Puresource in its role as a third-party Canadian distribution intermediary for natural health brands into Canadian retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/nowfoodscanada
• Instagraminstagram.com/nowfoodscanada
• LinkedInlinkedin.com/company/nowfoodscanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 NOW Health Group Canada/Puresource Natural Products Distributor