For 23 years, WholeFoods Magazine has presented the Natural Choice Awards (NCAs) annually to recognize the brands and products that independent natural products retailers love. This year, brands submitted their products for consideration, and retailers voted for their favorite in every category. Now, the results of the annual WholeFoods Magazine Natural Choice Awards are in!
A familiar favorite and frequent winner has secured the top honor of Full Supplement Line: The Terry Naturally brand of products, developed by EuroPharma’s founder and president, Terry Lemerond, with the intent of improving the health of America. Several familiar names from past years also earned retailers’ recognition in 2025, including Natural Vitality, NOW, PlusCBD, and more!
We also see several brands being recognized by retailers for the first time in our NCAs. Honors go to Super Speciosa, Stemregen, and others. Congratulations to all of the winners and runners up!
We would like to extend a huge thank you to all the natural products retailers who took the time to vote—your input is appreciated! This year, retailers who completed the voting form were entered into a drawing to have a $100 donation to Vitamin Angels made in their name. Congratulations to Dalon Bynum at La Montañita Coop in New Mexico for winning the drawing!
The 2025 Natural Choice Awards Winners Are...
FULL LINE: Terry Naturally
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The Terry Naturally brand of products was developed by EuroPharma’s founder and president, Terry Lemerond, with the intent of improving the health of America, one person at a time. Terry Naturally believes in delivering products that retailers and customers can trust above all others, since no one should have to choose between products that work and products that are safe. The entire Terry Naturally team works to continue to bring the latest, safest, most clinically validated products to market, with the objective of providing people everywhere with Better Results, Better Health.* www.terrynaturallyvitamins.com
Supplements- Active Lifestyle: STEMREGEN Sport
STEMREGEN Sport is a NSF Certified supplement that the company says is designed for athletes and those undergoing regular strenuous physical activity, as stem cells play an important role in physical recovery, resilience, and endurance. Each ingredient has been independently studied by founder and stem cell scientist Christian Drapeau, Msc. The product features a blend of pterostilbene (an antioxidant found in certain superfoods) notoginseng to support muscle recovery, and other plant extracts that help the body release more of its own stem cells from inside bone marrow and put them into circulation in the bloodstream so they can repair damaged tissues, the company says.* www.stemregen.co
Supplements- Sleep & Stress Support: Natural Vitality, CALM Raspberry Lemon Gummies
Since 1982, Natural Vitality CALM has been a trusted leader in magnesium supplementation, helping millions embrace the benefits of this essential mineral. CALM Raspberry-Lemon Gummies deliver magnesium in a fun, flavorful, and convenient way. Each serving has a refreshing raspberry-lemon taste and helps replenish your body’s magnesium levels so you can enjoy a wave of calmfulness.* Perfect for active lifestyles, these gummies make it easy to prioritize wellness and add calm to daily routines. Whether you’re at home or on the go, CALM Gummies offer a delicious solution to help you stay centered and maintain your magnesium levels with ease.* www.naturalvitality.com
Supplements- Bone & Joint Health: Redd Remedies, Gouch!
Gouch! from Redd Remedies is a Master Herbalist-formulated natural supplement designed to support healthy uric acid level and support healthy kidney function. Expertly crafted with a blend of traditional herbs like Tart Cherry Fruit Extract, Boerhavia Root and Quercetin, Gouch! promotes a balanced inflammatory response and helps maintain healthy kidney function for uric acid excretion. This formula is gluten-free, non-GMO, and made with purity and potency in mind. Excess uric acid doesn’t just affect your joints. It affects your whole life. Gouch! was formulated to fight the agony of excess uric acid, and help you take back the active and healthy life you deserve!* www.reddremedies.com
Supplements- Heart Health: Goode Health, Superfood Nutrition Shake
Goode Health’s superfood nutrition shake is clinically proven to improve heart health in as little as two weeks by providing powerful antioxidants called polyphenols to reduce high cholesterol and the risk of heart disease, the company says. At a cellular level, it improves performance of endothelial cells, the gatekeepers of your vascular system which are responsible for keeping arteries flexible and unclogged. Goode Health’s blend includes up to 400mg per serving of 11 different polyphenols, which is essential for maintaining nutrient-rich blood flow throughout the body going far beyond any typical protein shake.* www.goodehealth.com
Supplements- Cognitive Health: 1MD Nutrition, MindMD
Formulated by top neurologist Dr. Alexander Zubkov, 1MD Nutrition MindMD supports daily brain health with Bacognize Bacopa monnieri extract for focus and learning, and COGNIGRAPE red grape juice powder extract for memory function. Additional ingredients like phosphatidylserine, vitamin B6, folate, and green tea leaf extract provide comprehensive support for concentration, memory, and energy, promoting overall brain wellness.*.* www.1md.org
Supplements- Digestive Health: 1MD Nutrition, LiverMD
1MD Nutrition LiverMD delivers two clinically effective ingredients in one 1MD Nutrition formula to help nourish and maintain liver function for active energy and focus while promoting a healthy metabolism and overall health. This 2020 NEXTY Award Finalist for Best Condition-Specific Supplement includes patented ingredients for comprehensive liver health. It features Siliphos Silybin Complex and TocoGaia full-spectrum tocotrienol vitamin E extract.* www.1md.org
Supplements- Weight Management: NatureSpan, GLP-1 100 Billion CFU+TFU
NatureSpan GLP-1 capsule features 10 probiotics that work synergistically to help to control blood sugar, improve gut health, promote microbiota balance, reduce inflammation, and protect the liver, the company says. With high concentration, diverse strains, and clinically verified patents, the company says it is a safe and effective alternative to injections, promoting endogenous GLP-1 secretion and offering multiple health benefits.* www.naturespan.com
Supplements- Immune Support: Amu Nutrition, Mongolian Shilajit
Amu Nutrition’s Mongolian Shilajit is a centuries-old wellness supplement sourced from the pristine Altai Mountains of Mongolia. Rich in fulvic acid and over 70 essential minerals, this potent, natural substance supports cellular energy, immunity, and detoxification. Hand-harvested in small batches, it retains the pure, traditional benefits of Shilajit while meeting U.S. quality standards. Known for its rejuvenating properties, Shilajit has been used for over 2,000 years in Mongolia to promote longevity and vitality. Ethically sourced and lab-tested, Amu Nutrition’s Shilajit is ideal for wellness enthusiasts seeking a natural, powerful remedy for enhanced health and energy.* www.amu-nutrition.com
Supplements- Women's Health: Phynova, Ovii - Hormone Support
The Ovii supplement was designed for women with PCOS, addressing four key pillars of PCOS. Created by Dr. Thaïs Aliabadi, a renowned PCOS expert and OBGYN, Ovii is a once-daily, science-backed solution for hormonal, metabolic, and cellular support, the company says. It promotes healthy menstrual cycles and endocrine function with a 40:1 Inositol blend, supports blood sugar balance using Reducose, and aids body composition with Chromium picolinate. Additionally, potent antioxidants like glutathione, a polyphenol blend, curcumin, and acetyl-L-carnitine enhance cellular health and helps support ovulation. Ovii is a comprehensive solution for managing symptoms and empowering women to reclaim their health.* www.ovii.com
Supplements- Men's Health: Herbalist & Alchemist, Men’s Prostate Tonic
Herbalist & Alchemist Men's Prostate Tonic, formulated by David Winston RH(AHG), supports healthy prostate function and urine flow. It contains saw palmetto, collinsonia, stinging nettle root, and sage. This formula supports men experiencing lower urinary tract symptoms (LUTS). It is indicated for normalizing urinary frequency. This synergistic formula is more effective than saw palmetto alone in maintaining a healthy prostate and reducing urinary frequency and incomplete emptying of the bladder, the company says. Finally, men are taking control of their health. Once they try this formula, they’re committed buyers, and quite vocal if it’s backordered, the company notes.* www.herbalist-alchemist.com
Supplements- Botanicals: Super Speciosa, Signature Reserve Powder
Signature Reserve Powder represents the pinnacle of kratom quality, trusted by scientists and customers alike, the company says. This premium powder was chosen for the first-ever FDA clinical trial on kratom, thanks to the rigorous testing and high-quality standards Super Speciosa implements. Sourced from the finest kratom leaves, Signature Reserve offers a clean and consistent experience, making it ideal for users seeking energy or relaxation support. Lab-tested for purity and manufactured in a GMP-certified facility, this powder delivers the exceptional quality that the company says sets Super Speciosa apart in the kratom industry.* www.superspeciosa.com
Supplements- Children's Health: NOW Baby, Gentle Shampoo and Wash, Fragrance-Free
Formulated with a blend of nutrient-rich, high-quality, plant-based ingredients, this gentle baby shampoo and body wash helps to thoroughly cleanse baby without any harsh or drying ingredients. It gently cleanses with the soothing properties of calendula and chamomile extracts so nothing is left but soft, clean skin and hair. NOW Baby products are formulated with the cleanest functional ingredients—without harsh chemicals—and are cruelty free, gluten free, and exhaustively tested for quality. www.nowfoods.com
Personal Care- Hair: LifeSeasons, Hair Gro-R
LifeSeasons Hair Gro-R helps increase hair thickness and reduce visible thinning in both men and women, the company says. It also supports the regrowth of stronger, healthier hair with powerful plant-based ingredients, and is formulated to address the root causes of hair thinning, helping to minimize hair loss. The formula nourishes hair from within with essential vitamins and minerals to support strong, healthy hair.* www.lifeseasons.com
Personal Care - Skin: 1MD Nutrition, Collagen Peptides
Recommended by 1MD Nutrition’s Rheumatologist, Collagen Peptides support the body by providing 10g of grass-fed, pasture-raised bovine collagen. One serving delivers 19 naturally occurring amino acids and essential daily nutrients to the body’s connective tissues. The unflavored powder easily mixes into hot or cold beverages, enabling you to support joint and whole body health.*
Grocery- Bars: Once Upon a Farm, Oatmeal Chocolate Refrigerated Protein Bar
Once Upon a Farm’s Refrigerated Protein Bars are refrigerated for freshness, made with real fruit and veggie, enhanced by eight grams of milk and whey protein concentrates, fueled with 100% whole grain oats, and double-drizzled with a no-sugar icing, making them delicious as they are nutritious for everyone in the family. Refrigerated Protein Bars provide the essential protein older kids need to nourish their growing bodies, support their immune systems, and fuel their active lives. At the core of the product line is a commitment to create systemic improvements in children’s nutrition for a happier, healthier, and more equitable world. www.onceuponafarmorganics.com
Grocery- Beverages: Natural Vitality, CALM Raspberry Lemon Powder
Natural Vitality CALM Raspberry-Lemon Powder is your go-to solution for getting highly absorbable daily magnesium. As the first-ever water-soluble magnesium supplement, CALM combines high-quality magnesium carbonate and citric acid to create a highly absorbable ionic Magnesium Citrate when mixed with water. This refreshing, fizzy drink delivers fast-acting support to help users feel the power of calm and work it into their day. Since 1982, Natural Vitality has been a trusted leader in magnesium supplementation, and CALM is the #1 Magnesium Powder Brand. Discover the soothing power of magnesium with delicious CALM drink mix.* www.naturalvitality.com
Grocery- Plant Based: Justin's, Classic Crunchy Peanut Butter
Justin’s newest innovation, Classic Crunchy Peanut Butter, offers consumers a no-stir, crunchy peanut butter spread with its one-of-a-kind grind and delicious peanuts throughout. Packed with 7g of protein per serving and 0g of added sugar, this new innovation meets consumer desire for the crunchy texture of peanut butter. www.justins.com
Grocery- Organic: Good Culture, Organic Cottage Cheese
Good Culture’s Organic Cottage Cheese is made with high-quality milk from pasture-raised cows and clean ingredients—free from gums, thickeners, and anything artificial. With 14g-18g of protein and live cultures, it’s a nutrient-dense, protein packed snack. Available in 2% Low Fat, 4% Milk Fat, 6% Milk Fat, Lactose Free 4%, Strawberry Chia, and Pineapple, its creamy curds add flavor and protein to toast, pasta, and anything in between. Now the #1 branded cottage cheese across organic and natural retailers, Good Culture blends modern nutrition with traditional flavor and sustainability, making it a social media favorite among health-conscious consumers. www.goodculture.com
Pet Products: +PlusCBD, Pet Hip and Joint Health Chews
As pets age, sore joints can slow them down and negatively impact their weight, happiness, and overall health. +PlusCBD Pet Hip and Joint Health Chews (with Glucosamine HCL; Turmeric; Rosehips; Ginger Root) can help alleviate joint stiffness and pain and increase mobility and comfort, improving quality of life in pets. +PlusCBD Pet offers industry-leading CBD for dogs to help support their physical and emotional wellbeing, so fluffier family members at home can feel their best. That means longer walks, extra cuddles, and more opportunities to play.* www.pluscbdoil.com
Read on for the 2025 NCA Runners Up in Each Category!
