NOW Foods

NOW Foods is an American supplement maker founded in 1968. We stock 29 of its products, from magnesium and zinc to B vitamins, omega-3 and collagen, all with EU labels. Every card shows the active ingredient per daily dose, its share of the EU reference intake (NRV) and the price per day, so you can compare NOW Foods with other brands on the same terms.

NOW Foods: who makes it

NOW Foods is a family-owned company from Bloomingdale, Illinois, in the United States. It was founded in 1968 and is known for a very wide range: vitamins, minerals, herbal products, sports nutrition and natural foods. People in Europe search for it as "NOW Foods vitamins", although a good part of the range is minerals and other supplements.

What we sell from NOW Foods

Our range currently holds 29 NOW Foods products. The biggest groups are Magnesium, Collagen, Zinc, Iron, Biotin and Vitamin B12 and B-Complex. The table shows how many products sit in each group.

Ingredient groupProducts
Collagen3
Magnesium3
Biotin2
Creatine2
Eye Vitamins and Lutein2
Inositol2
Iron2
Melatonin2
Omega-32
Selenium2
Vitamin B12 and B-Complex2
Zinc2
Berberine1
Coenzyme Q101
Probiotics1

Each group page lines up the products by dose and price per day. For the wider picture, see the hubs for Vitamins and Minerals.

Reading a NOW Foods label: US and EU values

NOW Foods designs its bottles for the US market. There the panel is called Supplement Facts and the percentage is the Daily Value (DV) set by the US FDA. In the EU the same kind of figure is the NRV, set by Regulation (EU) No 1169/2011, and the two lists differ. Vitamin D is 20 µg in the US DV and 5 µg in the EU NRV, magnesium 420 mg against 375 mg, zinc 11 mg against 10 mg. A dose that shows 100% on a US panel can therefore be 400% of the EU NRV for vitamin D.

The packs we sell carry an EU label, and our product pages give the percentage against the EU NRV. To compare with another brand, look at the milligrams or micrograms of the ingredient itself rather than the percentage. If a pack lists vitamin D in IU, 1 µg equals 40 IU.

Original products and where they come from

We are not an official NOW Foods distributor. We buy the products from a distributor in the European Union and sell them in the manufacturer's original packaging, with an EU-compliant label. The best-before date is shown on every product page.

Questions

Are NOW Foods products original?

Yes. They are made by NOW Foods and reach us through an EU distributor. We are a retailer, not an official distributor of the brand.

Where can I buy NOW Foods in Lithuania, Latvia or Estonia?

In this shop. We sell to customers in all three countries, and every product page shows the price per day next to the pack price.

Why do the percentages differ from the NOW Foods website?

The US site uses the US Daily Value. We show the percentage of the EU NRV, which is smaller or larger depending on the nutrient. Compare the amounts in mg or µg and the results line up.

Which NOW Foods vitamins do you stock?

B12 and B-complex products are on the Vitamin B12 and B-Complex page and biotin on the Biotin page. The rest of the range is mostly minerals, omega-3, collagen and other supplements.

How do I compare NOW Foods with another brand?

Match three numbers: the amount of the ingredient per daily dose, how many capsules or tablets make up that dose, and the price per day. We print all three on the product card, so a 60-capsule bottle and a 120-capsule bottle line up fairly.

Can I take several NOW Foods products together?

Add up the ingredient amounts from each label and keep the total below the upper limits on the relevant category page. If you take medicines regularly, ask a pharmacist first.

Sources

Content reviewed by Inese Kalniņa, dietitian.

2026-07-25