New Chapter
Corporate brand
UnclaimedNew Chapter is a U.S. brand of herbal, organic and other dietary supplements owned by Procter & Gamble.
Last updated August 26, 2026
Overview
New Chapter is an American dietary-supplement brand and manufacturer based in Brattleboro, Vermont. Its range includes herbal supplements, organic multivitamins, probiotics, superfood greens and mushroom-based products. The company was established in 1982 by Paul and Barbi Schulick, who began by preparing herbal extracts in their garage and selling them through a health-food store in Lexington, Massachusetts. The founders subsequently combined herbal ingredients with vitamins in response to consumer demand, adopting the New Chapter name for the resulting business. The company moved to Brattleboro in 1986, where the Schulicks opened The Natural Apothecary. New Chapter developed a position around organic sourcing, botanical ingredients, whole-food-oriented nutrition and environmentally conscious business practices. Some ingredients were sourced from an organic estate in Costa Rica. The brand expanded through natural-product retailers and health-food stores, and by 2012 it was reported to offer more than 80 products. A major visibility moment came in 2003, when Zyflamend, a New Chapter product marketed for support of the body's inflammation response, was discussed by physician and wellness personality Andrew Weil during an appearance on Larry King Live. Paul Schulick attributed a sharp short-term increase in sales to the mention. New Chapter also attracted outside investment from 6Pacific Group in 2005 and announced a distribution and expansion partnership with South Korean food company Daesang in 2007. In 2008, executive Tom Newmark participated in a Costa Rica rainforest-preservation fundraising effort involving leaders from several sustainable and natural-products businesses. Procter & Gamble acquired New Chapter in March 2012. The transaction generated concern among some customers, natural-product retailers and industry observers, who questioned whether ownership by a large multinational company would affect the brand's independence, sustainability commitments, product standards or distribution strategy. P&G and New Chapter employees subsequently emphasized that the company would retain operational autonomy. Employees and suppliers cited additional investment in quality control, technology and product innovation, while P&G supported expanded marketing, including a New York City subway and Manhattan campaign. The brand continued to rely primarily on natural-product distribution channels during the early post-acquisition period rather than immediately moving into mass retail. New Chapter became a certified B Corporation in 2014 and was described by B Lab as the first major vitamin and supplement company to receive that certification. The company also operates as a Public Benefit Corporation, with a stated public benefit centered on promoting public health through products such as whole foods and herbal supplements while pursuing environmentally and socially responsible practices. In 2019, the U.S. Patent and Trademark Office granted Procter & Gamble a patent relating to a supplement containing biotin, Reishi mushroom and Haematococcus pluvialis algae, ingredients associated by the company with hair, skin and nail support. The founders left the company in July 2018. Contemporary reporting connected their departure to disagreements about the pace of profit growth, corporate bureaucracy, reporting requirements and the balance between short-term financial priorities and longer-term product development. At that time, reporting indicated that New Chapter had reduced its range from more than 80 products to about 60 and had approximately 225 employees. P&G disputed suggestions that sales and morale were deteriorating, stating that sales were increasing and that it remained responsible to shareholders. New Chapter products continued to be sold as organic and natural dietary supplements, with the brand remaining part of P&G's consumer-products portfolio.
History
New Chapter was founded in 1982 by Paul and Barbi Schulick. The founders initially made herbal extracts in a garage and sold them through a health-food store in Lexington, Massachusetts. They found that extracts alone attracted less demand than vitamin supplements, so they combined botanical ingredients with vitamins and developed the New Chapter identity around that formulation. In 1986, the company relocated to Brattleboro, Vermont, where the Schulicks opened The Natural Apothecary and continued developing organic and herbal products. The business sourced some materials from an organic estate in Costa Rica and built its early distribution through natural-food stores and specialty retailers. The brand gained broader attention in 2003 when Andrew Weil mentioned Zyflamend, a New Chapter product associated with the body's inflammation response, on Larry King Live. Paul Schulick said the exposure generated approximately one million dollars in sales in slightly more than a week; this figure is reported historically but is not included as a financial fact here because the available reference does not provide a directly verifiable financial source. New Chapter received investment from 6Pacific Group in 2005 and announced an Asian expansion arrangement with South Korean food company Daesang in 2007. By the late 2000s, the company was described as a major organic-vitamin producer, and by 2012 it offered more than 80 products. Procter & Gamble acquired New Chapter in March 2012. The purchase prompted skepticism from customers and natural-product retailers concerned that corporate ownership might compromise the brand's organic standards, independence or sustainability philosophy. P&G stated that New Chapter would retain autonomy. Subsequent accounts from employees and suppliers described P&G investments in quality systems, technology and innovation, while the parent company supported additional marketing. The company maintained its natural-product retail emphasis during the early years after the acquisition and had roughly 300 employees in 2013, according to contemporary reporting. New Chapter became a certified B Corporation in 2014. Its public-benefit structure describes a mission involving public health, nourishment through whole foods and herbal supplements, and environmentally and socially responsible operations. This certification and structure helped distinguish the company within the supplement industry, although the brand remained subject to wider debates about supplement evidence, marketing claims and the limited premarket oversight applied to many dietary supplements in the United States. In July 2018, Paul and Barbi Schulick departed. Reporting associated the decision with disagreements over the pressure to accelerate profits, corporate procedures and the prioritization of near-term profitability over breakthrough product development. The same reporting stated that the range had declined to about 60 products and the workforce to approximately 225 people, while P&G maintained that sales were growing and morale was not poor. In 2019, P&G received a patent for a formulation combining biotin, Reishi mushroom and Haematococcus pluvialis algae. By 2021, New Chapter was identified in trade reporting as a leading brand in organic multivitamins and organic turmeric. The brand remains an active P&G-owned supplement business.
- 2019
Supplement formulation patent granted
[1]The USPTO grants P&G a patent for a supplement containing biotin, Reishi mushroom and Haematococcus pluvialis algae.
- 2014
B Corporation certification
[1]New Chapter becomes a certified B Corporation.
- 2012
Procter & Gamble acquires New Chapter
[1]New Chapter becomes a subsidiary of Procter & Gamble.
- 2007
Asian expansion partnership announced
[1]New Chapter announces a partnership with South Korean food company Daesang to expand in Asia.
- 2005
6Pacific Group invests in New Chapter
[1]The company receives investment from corporate finance firm 6Pacific Group.
- 2003
Zyflamend receives national media exposure
[1]Andrew Weil mentions Zyflamend on Larry King Live, increasing attention to the brand.
- 1986
Operations move to Brattleboro
[1]The founders relocate to Brattleboro, Vermont, and open The Natural Apothecary.
- 1982
New Chapter is founded
[1]Paul and Barbi Schulick establish the business after experimenting with herbal extracts and vitamin combinations in Massachusetts.
Products and positioning
A natural and organic dietary-supplement brand emphasizing botanical ingredients, whole-food nutrition, sustainability, responsible sourcing and public-health-oriented wellness.
Herbal supplement
Zyflamend
A botanical supplement marketed to support the body's inflammation response. The product became one of New Chapter's best-known offerings after receiving national television exposure in 2003.
Superfood greens supplement
Berry Green
A greens-oriented dietary supplement that became the subject of the Waldman litigation, which challenged aspects of its labeling and package fill. The available reference does not establish its current commercial status.
Vitamin supplement
Organic multivitamins
New Chapter's organic multivitamin range combines vitamins and minerals with the brand's broader emphasis on botanical and whole-food-oriented formulations. Trade reporting has identified the brand as a leading seller in organic multivitamins.
Herbal supplement
Organic turmeric supplements
Turmeric-based products form part of New Chapter's organic herbal-supplement portfolio. The category was reported as one of the brand's stronger areas in organic supplement sales.
Probiotic supplement
Probiotics
A group of supplements containing probiotic ingredients and positioned within New Chapter's digestive and general-wellness offering. Specific formulas and launch dates are not established in the available reference.
Mushroom supplement
Mushroom supplements
New Chapter's mushroom-oriented products include formulations using ingredients such as Reishi. A patented P&G formulation also combined Reishi with biotin and Haematococcus pluvialis algae for hair, skin and nail support.
Marketing campaigns
- 2013Manhattan and New York City subway marketing campaign
United States
Following the P&G acquisition, the parent company supported an urban marketing campaign using advertising in Manhattan and New York City subway stations.
Outcome. The campaign increased the brand's marketing presence, while New Chapter continued to emphasize natural-product retail channels rather than immediately shifting to mass distribution.
- 2008Costa Rica rainforest-preservation fundraising trip
Costa Rica · United States
Executive Tom Newmark participated in a hiking trip with leaders from several environmentally oriented businesses to raise funds for rainforest preservation and discuss the future of the natural-products sector.
Outcome. The initiative was intended to support a ten-million-dollar rainforest-preservation fundraising effort; the available reference does not document the final amount raised.
Brand decisions
2018
Founders depart amid disagreement over corporate directionStrategyBackground
The founders reported frustration with bureaucracy, reporting requirements and pressure to accelerate profits after the P&G acquisition.
Action taken
Paul and Barbi Schulick left New Chapter.
Aftermath
Contemporary reporting described a smaller product range and workforce, while P&G said sales were increasing and rejected claims of poor morale.
2014
Adopt certified B Corporation statusStrategyBackground
New Chapter sought to formalize its environmental and social commitments alongside its public-health positioning.
Action taken
The company became a certified B Corporation and operated as a Public Benefit Corporation.
Aftermath
The certification reinforced New Chapter's differentiation as a sustainability-oriented supplement company within the P&G portfolio.
2012
Sell the company to Procter & GambleM&ABackground
New Chapter had established a natural-products identity and a specialty-retail presence, while P&G sought to participate in the growing health and wellness sector.
Action taken
Procter & Gamble acquired New Chapter and retained it as a subsidiary.
Aftermath
The acquisition caused customer and retailer concern, but employees and suppliers later cited P&G investment in quality, technology and innovation. The brand initially kept its natural-product distribution focus.
Recent events
- 2021
New Chapter ranked among leading organic supplement brands[1]
Other
Industry reporting identified New Chapter as one of the leading-selling brands in organic multivitamins and organic turmeric.
- 2019
Procter & Gamble receives patent for biotin, Reishi and algae supplement[1]
Other
The USPTO granted P&G a patent covering a supplement formulation containing biotin, Reishi mushroom and Haematococcus pluvialis algae.
- 2018
New Chapter founders leave after disagreements over business direction[1]
Leadership change
Paul and Barbi Schulick left the company amid reported disagreements concerning profit acceleration, bureaucracy and product-development priorities following the P&G acquisition.
- 2014
New Chapter becomes a certified B Corporation[1]
Other
New Chapter received B Corporation certification and was described as the first major vitamin and supplement company to achieve the designation.
- 2012
New Chapter acquired by Procter & Gamble[1]
M&A
Procter & Gamble acquired New Chapter, bringing the natural-supplement company into a multinational consumer-products group.
- 2010
Waldman v. New Chapter addresses Berry Green packaging claims[1]
Lawsuit
A proposed class action alleged deceptive labeling and excessive empty space in Berry Green packaging. The court dismissed the metric-labeling theory but allowed claims concerning allegedly misleading slack-fill packaging to proceed.
Sources1 sources
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