Who actually owns your vitamins
2025. Why the big-company playbook raises prices, shifts production, and treats your bottle like a line item
I love good supplements, but I do not love what the aisle has become. The labels look friendly and local. The money behind many of those labels does not live here. A few giants and investor funds control wide swaths of this category. Their job is to meet targets. My job is to protect quality and local jobs. Those aims do not always line up.
What big ownership does to your bottle
A bottle has two masters. One master is the person who takes it each morning. The other master is the forecast spreadsheet. When the spreadsheet leads, odd things happen. Serving sizes shift. Sweeteners change. Contract lines swap. Packaging gets cheaper. The label stays friendly. The incentives behind it change.
Let me call out the three moves I see over and over. First, a cost move that hides in plain sight. A large parent trims grams per scoop or count per bottle and calls it a pack reset. Second, a plant move. A run shifts to a different site that fits a global network plan, not the customer. Third, a marketing blast to drown out questions. I have sat across the table from this playbook. It is not subtle.
Why push so hard on cost and volume? Because big owners need growth on paper even when the inputs jump. That is how executive bonuses and debt covenants work. I am not mad at the people. I am annoyed with the system that trains good people to pick margin over care. The result hits your pantry and your town.
Quick test: If a brand cannot tell you where it makes a given SKU and how it tests it, the brand is not in charge. Someone else is.
How production moves when spreadsheets win
Some owners keep key lines here at home. Others split runs across borders. The public record shows several clear examples. OLLY lists certain gummies made in Colombia. SmartyPants says its probiotic formulas come from Canada. Haleon licensed Centrum production in Pakistan for that region. Glanbia makes Isopure in India for the India market. Amway’s Nutrilite is adding sites in Mexico and Brazil. That is not a conspiracy. That is a cost curve.
Does distance always mean worse quality? Not by default. But distance adds handoffs. Handoffs add risk. Risk shows up in little ways first. A cap that does not hold a seal. A scoop that sheds plastic. A label claim that no longer matches the assay. If you have run a plant, you know how small misses turn into big headaches when a schedule gets tight.
Ask one clean question in the aisle. Where was this exact lot made? If the brand gives you a straight answer, great. If it hides behind legal lines or says “varies by lot,” keep your guard up. I repeat that line because it saves people money and stress.
Recalls: more common than the marketing suggests
Look at the last ten years and you will find a pattern. Big owners had public recalls across several lines. Nature Made had a microbial concern in 2016. Garden of Life’s RAW Meal had a Salmonella event the same year. vitafusion pulled gummies in 2021 over metal mesh. Airborne had a 2022 packaging hazard. Vital Proteins had a cap fragment issue in 2023.
An independent brand is not immune. Nordic Naturals had a single lot of infant D3 with a potent dose in 2024. They posted the lot, the risk, and the remedy. That is what good looks like. Honesty first. Fix fast. Keep the trust you earned.
What can you learn as a buyer? Watch the pattern after an acquisition. Plant switches and new pack formats often arrive in the first year. That is when mistakes sneak in. If you see a label refresh and a price jump at the same time, slow down and compare the lot codes and seals.
Price hikes without better product
2022 to 2024 was a price story. Owners reported growth that leaned on price and mix. Nestlé booked about seven and a half percent from price in 2023. Haleon booked about seven percent. Unilever’s Beauty and Wellbeing unit booked almost four percent with real volume. Church and Dwight posted steady price and mix across the stretch.
Did the bottles get better? In many cases, no. Some got smaller. Some swapped sweeteners. A few lost testing badges. And yet the shelf tags marched up. That is the part that burns me. If you raise price to cover better inputs and tighter testing, I can live with that. If you raise price to feed a quarterly target while trimming content, count me out.
Want a simple way to stay clear? Track price per serving, not the sticker. Track assay proof, not a claim. If the line loses a third-party badge or stops posting lot reports, treat it as a red flag and move on.
Why independent makers win for quality
Independent brands live and die by repeat buyers. That pressure is healthy. It rewards clean labels, stable sourcing, and steady plants. It punishes shortcuts. When a small team signs each batch with their name on the door, they think long term. They also answer faster when a customer asks a hard question.
Here is my own bias. I want dollars to fuel real jobs where we live. I want machinists and techs who know the lines by feel. I want QC staff that can walk across the floor and pull a sample on the spot. That is how you keep a bottle honest.
That is the work we do at Mt. Angel Vitamins. We manufacture in Oregon. We hold a cGMP bar. We publish what matters. We choose steady inputs over trendy claims. We do not chase a stock price. We protect trust first, then growth follows.
Rule I live by: If two products tie on formula and price, I pick the one made closer to home by a company that shows its work.
Ownership table for quick checks
This table is a reference. It does not count toward the article length.
| Owner | Selected brands | Buyer warning | U.S. plants? | Recall examples | Price signal 2022–2024 |
|---|---|---|---|---|---|
| Nestlé Health Science | Nature’s Bounty, Solgar, Osteo Bi Flex, Ester C, Sundown; Garden of Life; Pure Encapsulations; Vital Proteins; Persona; Nuun | Network shifts and closures. Watch for plant moves and label tweaks. | Yes, brand specific | Garden of Life 2016; Vital Proteins 2023 | Price up ~7.5% in 2023 |
| Unilever | OLLY, SmartyPants, Onnit, Nutrafol | Some lines made outside the U.S. Check gummies and probiotics. | Yes, with partners | — | Price up ~3.8% in 2023 |
| Haleon | Centrum, Caltrate, Emergen C | Licensed production outside the U.S. in some markets. Verify lot origin. | Yes | — | Price up ~7.0% in 2023 |
| Reckitt | Airborne, Move Free, MegaRed | Large recall driver in 2022 on packaging. Watch caps and seals. | Yes | Airborne 2022 packaging hazard | Category driven |
| Church and Dwight | vitafusion, L’il Critters | U.S. gummies plant. Still had a metal mesh recall. | Vancouver, Washington | vitafusion 2021 | Price and mix up 2023–2024 |
| Schwabe Group | Nature’s Way | U.S. plant and labs in Wisconsin. Some Umcka made in Germany. | Green Bay, Wisconsin | — | Family owned |
| Otsuka via Pharmavite | Nature Made; MegaFood | Heavy U.S. footprint. Had a 2016 recall. Ohio gummies site is a win for U.S. jobs. | CA, AL; new OH gummies | Nature Made 2016 | Pharma parent; pricing not broken out |
| Glanbia Performance Nutrition | Optimum Nutrition, BSN, Isopure | Isopure made in India for that market. Check country on your tub. | Yes | — | Not shown |
| Vytalogy | Natrol, Jarrow | PE owner. Contract mix. Ask for test reports by lot. | Yes | — | Not public |
| Piping Rock & Nature’s Truth | Nature’s Truth; Renew Life; Rainbow Light; Natural Vitality Calm; NeoCell | Private owner. Imports possible. Verify plant and tests by SKU. | Yes | — | Not public |
| Jamieson Wellness | Jamieson; Youtheory | Canada and U.S. mix. Read the legal panel. | Yes | — | Varies |
| GNC | GNC private label | Global network. Import mix likely. Retailer incentives. | Yes | — | Retail driven |
| Amway Nutrilite | Nutrilite | Plants planned in Mexico and Brazil. Ask where your batch was made. | Yes | — | Not public |
| Kenvue | Zarbee’s | Global consumer engine. Plant sites not listed on brand pages. | Yes | — | Not supplement specific |
| Independent standouts | Mt. Angel Vitamins Independent, NOW Foods, Nordic Naturals | Make near home. Publish what matters. Care about repeat buyers over stock price. | Mt. Angel OR; NOW IL & NV | Nordic one lot in 2024; none posted here for Mt. Angel or NOW in this window | Indies do not run price plays for Wall Street |
Five short case studies
Case one: Airborne gummies at Reckitt. Millions of bottles recalled in 2022 for a cap defect. That was not a vitamin failure. That was a packaging failure. It still cost money and trust.
Case two: vitafusion at Church and Dwight. 2021 recall for possible metal mesh in limited lots. A line control miss. It happens when lines run hot and changeovers race the clock.
Case three: Garden of Life RAW Meal in 2016. A Salmonella event. Ownership changed later, but the memory sticks because it shows how a brand can wobble when supply and testing lose the thread.
Case four: Vital Proteins in 2023. Cap fragments from blue lids in one lot at a warehouse club. Not a formula issue. A packaging detail that should have held up. Small part. Big pain.
Case five: Nordic Naturals in 2024. A single lot of infant D3 with a potent dose. The brand posted the lot and the fix. They faced it. That is how to handle a miss.
A one-minute system to buy smarter
- Flip the bottle. Read Manufactured by or Manufactured for and the city and state.
- Search the parent. Company name plus parent plus acquired. You will get the press room page fast.
- Check plant facts. Look for a help page or FAQ that names the country for the exact format.
- Look for testing. USP or NSF on the label, and real lot reports when you ask.
- Track price per serving. Not the sticker. Pack sizes shift. Claims do not feed you. Grams do.
- Reward candor. If a brand tells you the plant and the method, reward them with your dollar.
Do big owners ever do it right? Yes. Some keep strong plants, stable inputs, and real testing. The problem is drift. A label that was great two years ago can slip under new pressure. That is why this system matters.
Why buying local beats shopping local
Shopping at a co-op helps. Buying local brands at that co-op helps more. When you pick a brand that fills and packs near you, your dollar gets a second life. It pays wages here. It pays local vendors. It pays local taxes. It sponsors teams and clinics and food banks. You feel it when your kid’s school gets a check.
Think of three swap ideas to start. Switch your daily multi to a brand that makes near you. Switch your protein to a maker with a plant you can tour. Switch your omega to a label that posts lot reports and lists the refinery. Then tell a friend about the swap. That is how this changes for real.
My pledge and what I ask of you
I will keep asking for plant locations, test methods, and real lot proof. I will pay a fair price for steady inputs and clean runs. I will not pay a premium for a pretty box that funds a dividend. If a brand hides its operations, I will not put it in my cart or on my shelf.
What do I ask of you? Ask one question per product: where was this lot made and how was it tested. If the answer is clear and specific, buy it. If the answer is vague, pick an independent that gives you chapter and verse.
Start here: Mt. Angel Vitamins in Oregon. We make the products we sell. We hold the line on quality. We say where and how we make each item. We are not perfect. We are accountable.
Method and timing
This guide reflects what was public as of early November 2025. I used brand pages, owner pages, recall notices, and trade coverage. I called out non-U.S. runs only when the owner or a license note made it clear. That includes OLLY gummies in Colombia, SmartyPants probiotics in Canada, Centrum license in Pakistan, Isopure in India for that market, and Nutrilite plans in Mexico and Brazil.
Recalls listed here are examples, not full ledgers. Many hit single lots or formats. The point stands. Process and packaging matter as much as an active ingredient. When the pressure builds, weak controls break first.
Bottom line
Big groups sell scale and shelf space. They answer to targets. That path often means higher prices and more distance between you and the plant. Independent makers answer to you. They protect the product because their name is on it and their neighbors buy it.
If you want your money to back real jobs and real care, buy from the people who make near home and publish their work. Start with Mt. Angel Vitamins. Add other independents that earn your trust. Build your cart on proof, not hype. Your health and your town will thank you.
Information only. Not medical advice.