For 24 years, WholeFoods Magazine has presented the Natural Choice Awards (NCAs) annually to recognize the brands and products that independent natural products retailers love. Once again 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!
Several legacy brands and familiar names from past years earned retailers’ recognition in 2026, including Rainbow Light, NeoCell, RenewLife, Terry Naturally, Natural Vitality, NOW, Redd Remedies, and more! We also see several new and emerging brands being recognized by retailers for the first time in our NCAs. Honors go to Elevate Organic, Coco Polo, Hepworth CBD, and others.
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! 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 Lauren Gaffney of Mastel’s Health Food in St. Paul, MN, for winning the drawing!
And congratulations to all of the winners and runners up of WholeFoods Magazine’s 2026 Natural Choice Awards. Read on to learn about these excellent brands!
The 2026 Natural Choice Awards Winners Are…
FULL LINE: Rainbow Light®
Celebrating 45 years, Rainbow Light® delivers trusted bio-balanced nutritional solutions, evolving with intention to support health for generations to come.www.RainbowLight.com
Active Lifestyle: NeoCell®, Collagen Bio-Peptides™ Protein Powder
NeoCell® Collagen Bio-Peptides™ Protein Powder delivers superior-absorption collagen and protein to support muscle health when combined with resistance training. www.NeoCell.com
Sleep & Stress Support: Natural Vitality, MAXCALM® Original Unflavored
MAXCALM® Original Unflavored Powder delivers highly absorbable ionic magnesium citrate and magnesium glycinate in an easy-to-blend, relaxing drink mix.* www.naturalvitality.com
Bone & Joint Health: Emerald Labs, Vitamin D3+K2
Vitamin D3+K2: (5000 IU) as cholecalciferol with K2 (50 mcg) in its superior K2Vital™ Delta MK-7 form for Synergistic Benefit.* www.emeraldlabs.com
Humann, Cardiovascular Health Daily
The first, multi-action formula designed to help protect and support the inner lining of your blood vessels – the endothelial glycocalyx.* www.humann.com
Cognitive Health: Terry Naturally, GMT23™ Greek Mountain Tea + Bacopa
GMT23 Greek Mountain Tea + Bacopa supports balanced brain chemistry, healthy neurological pathways, and optimal blood circulation in the brain to give you a mental edge, even on your most stressful days. www.europharmausa.com
Digestive Health: RenewLife, Ultimate Flora™ Digestive Once Daily 65 Billion CFU1 Probiotic
Ultimate Flora™ Digestive Once Daily Probiotic 65 Billion CFU delivers 31 diverse strains per capsule to support digestive health. www.RenewLife.com
Weight Management: Redd Remedies, Crave Stop™
Redd Remedies Crave Stop™ protects against the hidden sugars with key ingredient InSea2® which helps reduce the glycemic index of food. www.reddremedies.com
Immune Support: Amu Nutrition, Shilajit Gummies with Aronia
Shilajit gummies with Aronia support antioxidant absorption, cellular energy, and immune resilience through fulvic-acid-enhanced nutrient delivery. www.amu-nutrition.com
Women’s Health: LifeSeasons, Women’s Multivitamin
High-potency women’s multivitamin with NAD+, TRAACS® minerals, and 7-mushroom blend supporting hormones, energy, digestion, immunity, and radiant, healthy beauty. www.lifeseasons.com
Men’s Health: LifeSeasons, Men’s Multivitamin
High potency multivitamin with NAD+, a 7-mushroom blend, and TRAACS® minerals to support cellular energy, immunity, cognition, healthy aging, and total wellness. www.lifeseasons.com
Botanicals: Life Extension®, Biological Aging Defense
This cutting-edge botanical formula helps defend two key biological aging biomarkers: telomere length and DNA methylation age. www.lifeextension.com
Children’s Health: Rainbow Light®, Active Health™ Teen with DermaComplex™ Multivitamin
Rainbow Light® Active Health™ Teen with DermaComplex™+ provides comprehensive support with real food nutrients, botanicals, digestive enzymes, and probiotics. www.RainbowLight.com
Nutri-Beauty: NeoCell®, Multi Collagen Powder
NeoCell® Multi Collagen Powder delivers superior-absorption BioActive NeoCell Multi Collagen™, featuring 10 collagen types to support beauty from within. www.NeoCell.com
Hair: Badger, Castor Hair Oil
Perfect for all hair types, this deeply nourishing, intensive oil hydrates every strand, leaving hair visibly stronger, fuller, and revitalized. www.badgerbalm.com
Skin: NOW® Solutions, niteZen™ Magnesium Body Cream
The luxurious blend of pure magnesium chloride, melatonin, and calming lavender and chamomile essential oils deeply hydrates skin overnight. www.nowfoods.com
Sensitive Diet: Coco Polo, Absolute Pure
Upcycled, fully certified vegan chocolate. Zero added sugars of any kind. From the way it’s crafted to the moments it’s shared, our chocolate is made to bring people together. Inclusive not Exclusive. www.cocopolobliss.com
Bars: Arti Bar, Pistachio
Handcrafted pistachio bar from four whole organic ingredients. No seed oils. No sweeteners. Nothing artificial. Just real food, made by hand. www.artibars.com
Beverages: Yerba Madre®, Watermelody Yerba Mate
From the #1 single-serve tea brand at Whole Foods, refreshing watermelon flavor meets a smooth, sustained plant-powered boost. www.yerbamadre.com
Plant Based:
Vibrant Health, Green Vibrance
Green Vibrance is a plant-based superfood powder that fills nutrient gaps while supporting digestion, immunity, circulation, and natural detoxification daily. www.vibranthealth.com
Organic: Lifeway Foods, Organic Mixed Berry Functional Shots
3.5oz functional shot made with live probiotic cultures to support gut and immune health, perfect for wellness on the go. www.lifewaykefir.com
