Value proposition

Founded in 1982, Natural Vitality has developed a line of best-selling supplements based on research and formulated to produce a noticeable result. Natural Vitality believes that real, lasting health requires the creation of a sustainable environment and locally-based food system. For our dietary supplements, we seek out organic plant-based ingredients wherever possible. All the fruits and vegetables we use are organically grown. The stevia and fruit flavorings are organic as well. This not only assures customers of no pesticide residues and no GMO ingredients but also provides financial support to organic farming.

Natural Vitality’s mission is to provide premium and efficacious products that have a valid and unique reason for being. Our mission is not to compete but to fill a need that has not been met or to meet a need that has not yet been recognized. Our objective in producing and marketing products is to make life easier for our customers and help lessen stress in their lives. Our view of health is that all departures from wellness have stress at their root. Our approach is proactive on a product-specific basis but is also more broadly focused through our Calm Earth Project which began in 2007 and through Natural Vitality Publishing which produces educational and lifestyle eBooks and our web-based award-winning Calmful Living magazine which is aimed at inspiring calm, creative & conscious living.

The majority of us are not getting adequate magnesium, including many who already take magnesium supplements. There are three reasons for this: the amount of magnesium required by the body is greater than people think; fruits and vegetables have lost mineral content over time due to soil depletion; and some magnesium supplements are poorly absorbed by the body. Magnesium depletion can be caused by a number of stresses on the body, among them lack of adequate dietary magnesium; mental, emotional and environmental stressors. The flagship product, Natural Vitality’s Calm is a fruity, effervescent drink that promotes healthy magnesium levels*—helping you to feel less stressed and more relaxed. Good health is all about balance.

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.


Magnesium and Supplements