Lakewood, Colorado-based natural and organic grocer Natural Grocers by Vitamin Cottage has introduced a new line of private brand Natural Grocers Brand Vitamins & Supplements. The range of 100+ vitamins, herbs, minerals, and precision formulas is “poised to fill the void of murky credentials and dubious quality that swamp the online marketplace. Our comprehensive range of vitamins, herbs, and precision formulas are priced to be accessible to everyone while actually providing pure, potent ingredients and the best in Good Manufacturing Practices. Our name is a seal of trust: time-tested, evidence-based, and family-vouched-for because when it comes to unprecedented quality, names matter.”

To promote the launch, all 161 Natural Grocers locations will offer all loyalty members 25% off the complete line of Natural Grocers Brand Vitamins & Supplements.