Nature Made and Walgreens announce vitamin subscription collaboration

By Danielle Masterson

- Last updated on GMT


Related tags personalised nutrition vitamin subscription Walgreens nature made

Consumers can now order personalized vitamins and supplement subscriptions online through Walgreens. Pharmavite, the manufacturer of Nature Made vitamins, announced they inked an exclusive deal with the national retailer.

Subscription service nurish by Nature Made uses a comprehensive online assessment that evaluates core nutrient needs based on age, diet, lifestyle, wellness and more. Developed with a science-based approach to personalized nutrition, nurish aims to bridge individual nutrient gaps.

Upon completion of nurish's assessment, consumers receive a 30-day supply of customized core essentials, along with additional recommendations that can be added to the monthly vitamin pack. As individual health needs change so can the personalized packs, and customers may pause or cancel at any time.


“We're thrilled that nurish by Nature Made is the first vitamin subscription service to join forces with a national retailer,” ​said Tobe Cohen, Chief Growth Officer at Pharmavite. “Pharmavite and Walgreens share a similar vision to bring health and wellness to all Americans. One of the ways we can do that is to be everywhere our consumer shops. There’s no better way to reach them than with a partner equally committed to the health and well-being of every community and interacts with nearly 8 million customers each day in stores and online. While direct-to-consumer is a fast-growing channel, many consumers appreciate the comfort and familiarity of traditional retail, which made Walgreens an ideal fit.”

Nature Made entered the personalized nutrition market in May when they launched nurish. "The consumer response to nurish by Nature Made has been very positive. More people are prioritizing their health and wellness and are interested in tailoring a solution to their unique needs but crave the trust of proven brands in these uncertain times,"​ noted Cohen. 

The role of the pharmacist 

Pharmacists are critical gatekeepers, bridging the gap between the supplement and the medication aisles. Despite the widespread use of dietary supplements, community pharmacists report having poor knowledge of dietary and herbal supplements and are not proactively inquiring about their patients’ dietary and herbal supplement use, according to the study “Dietary Supplement Use, Knowledge, and Perceptions Among Student Pharmacists.”

Regarding the role Walgreens pharmacists’ will play for nurish, Cohen told NutraIngredients-USA​ that Nature Made is exploring ways to engage pharmacists and to provide them with the information they need on nurish to help educate consumers. Cohen added, “We have a robust outreach program to retail pharmacists and health care professionals that is continually evolving to share the latest science and product offerings, including nurish by Nature Made.”

In collaboration with Pharmacy Times,US News & World Report​ released its annual survey in June that highlighted the top pharmacist-recommended over-the-counter products, which included a number of dietary supplements. Nature Made emerged as a winner in nine key vitamin and supplement segments.

Jeff Boutelle, CEO of Pharmavite, said at the time that the recognition speaks to Nature Made’s commitment to developing science-backed, quality products that pharmacists can recommend with confidence.

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