NOW’s 24th Round of Product Policing
NOW has completed its 24th round of product testing since starting its program in 2017, aiming to identify concerns with lesser-known brands sold online. The company has consistently found issues related to potency, labeling, contamination, and more.
Dan Richard, NOW’s VP of Global Sales and Marketing, expressed disappointment at the ongoing prevalence of substandard products in the market.
What’s in and Not in Its Gummies
In June 2026, NOW collected samples from 25 brands believed to have questionable labeling on Amazon. These samples were analyzed both in-house and at Alkemist Labs, an independent, ISO-accredited laboratory. High-Performance Liquid Chromatography (HPLC) was utilized to accurately quantify ascorbic acid levels.
For comparison, NOW tested its own vitamin C gummies and several legacy brands, all of which passed potency testing. In stark contrast, 48% of the non-legacy brands failed potency tests, with some containing negligible vitamin C. The brands claiming 1,000 mg of vitamin C per gummy had shockingly low levels—less than 2 mg total.
Richard criticized the dishonest marketing tactics used by some brands, highlighting misleading claims about high potency levels and ineffective formulations.
Analytical Methods and Stability Studies
NOW emphasized the need for accurate testing methods. Non-specific methods like spectrophotometric assays could misrepresent potency, while HPLC provides a reliable measure. Additionally, gummies face stability challenges; factors like moisture and heat can affect the active ingredient long before expiration.
NOW’s research shows that vitamin C levels in gummies can decrease by about 20% annually, necessitating higher production levels to ensure quality at expiration.
Call to Action
NOW intends to continue its testing efforts and disclose results publicly, advocating for higher industry standards. The findings will be reported to the FDA and Amazon, urging the removal of non-compliant products, though no significant actions have been taken thus far.
Richard noted that repeated testing of certain brands continues to unveil potency issues. Despite ongoing complaints, both the FDA and Amazon have not effectively addressed these concerns, with Richard suggesting that the FDA remains inactive unless health issues arise from these deficiencies.
