Recognizing and honoring excellence is a major focus at WholeFoods Magazine, with our annual Retailer of the Year (now in its 35th year), our annual Natural Choice Awards (now in its 23rd year), and our newest addition—The Natural Choice Awards: Ingredients Edition, now in its second year. Earlier this year, industry companies submitted their ingredients for recognition in 14 categories, and industry members voted for their favorites.
We would like to extend a special thank you to everyone who took the time to vote—your input is appreciated! This year, those who completed the voting form were entered into a drawing to have a $100 donation to Vitamin Angels made in their name. Congratulations to Ed O'Toole of Reliance Vitamin, for winning the drawing!
And now, your winners of the 2025 WholeFoods Magazine Natural Choice Awards: Ingredients Edition!
.jpg)
Xanthogreen® is a clean label ingredient from marigold flowers that has been clinically studied to help boost your eye health with visible effects in as little as Week 4 onwards. Formulated with proprietary technology platform, SCEMOD™ (Super Critically Enabled Molecular Optimal Dispersion) facilitating better absorption and the bio efficacy thereof. Xanthogreen® exhibits enhanced solubility by 1000X - up to 20%, compared to conventional lutein, which is only 0.02%. Xanthogreen® is clinically studied to improve macular pigment optical density to an extent of 43% and contrast sensitivity to an extent of 51%. ennaturebiopharma.com
Just 200 mg per day of Sleeproot valerian extract has been clinically shown to support different aspects of sleep quality such as time to fall asleep and actual time asleep, with an increase in sleep duration starting on DAY 1 of supplementation. Non-hormonal, melatonin-free Sleeproot stands out by delivering low-dose efficacy with a high active content of 2% valerenic acid, making it ideal for modern delivery formats where traditional valerian extracts have notoriously faced organoleptic challenges. This includes applications such as gummies and ready-to-mixes, as well as conventional forms like tablets and capsules. omniactives.com
Celadrin® is a proprietary complex of cetylated fatty acids that have been studied to provide joint health and skin health benefits. Celadrin® is made through a specialized manufacturing process that results in an ingredient blend with a defined, consistent mixture of the cetylated fatty acids. The fatty acids are easily absorbed both orally and topically, making their way into tissues and joints where they play a supportive role. Celadrin® is available in both powder and oil format to allow for formulation flexibility and also comes in both vegan and non-vegan forms. celadrin.com
Grapes are great! They offer us so much. Here’s more. MegaNatural–BP® is a unique grape seed extract made in California USA from sustainably grown unfermented red and white varietal wine grape seeds. This clinically studied patented ingredient can help maintain healthy blood pressure regulation. One study showed improvement of blood pressure levels in just 2 hours after use! Clinical studies show the efficacy of MegaNatural–BP at 150-300 mg per day. Nearly 100% water-soluble with a neutral taste, MegaNatural–BP is ideal for use in supplements, functional foods, and beverages. It is certified non-GMO by the Non-GMO Verification Project. plthealth.com
KSM-66 Ashwagandha® is the most clinically studied Ashwagandha with 50+ trials and featured in 4500+ products in 65+ countries, making it the largest natural product ingredient brand in the world. For cognitive health, in both adults and children, 4 randomized, double-blind, placebo-controlled studies have demonstrated significant improvements in working and episodic memory, attention, executive function, and information processing. Additionally, in children with ADHD, KSM-66 reduced inattention, hyperactivity, anxiety, and sleep disturbances, with notable improvements in behavioral and emotional regulation. All studies confirmed safety and meaningful enhancements in cognitive performance, making KSM-66 one of the best-selling nootropic ingredients on the market. ksm66ashwagandhaa.com
MaolactinGI is a pioneering colostrum-based ingredient, representing a significant advancement in gut health solutions. Developed by Maolac, it utilizes cutting-edge technology and proprietary AI to identify and isolate specific bovine colostrum proteins with remarkable bio-similarity to those found in human breast milk and a proven impact on gut health. This unique combination of carefully selected proteins, delivered at a daily dosage of 330mg, functions by repairing and strengthening the intestinal barrier, addressing micro-inflammation, and creating a favorable environment for beneficial gut bacteria. Its efficacy is supported by a double-blind, randomized, placebo-controlled clinical study, and confirmed by a separate home usage test involving 100 participants. maolac.com
PoZibio® (heat-inactivated Lactobacillus paracasei D3.5) is a patented, human-origin postbiotic developed by Dr. Hariom Yadav’s team at Wake Forest School of Medicine. Discovered through longevity screening, PoZibio® supports healthy aging by balancing the gut microbiome, enhancing mucin production, sealing the intestinal barrier, and reducing inflammation. It acts as a prebiotic for Akkermansia, promotes metabolic and cognitive health, and improves mood. Preclinical studies show it reduces bloating, gas, and discomfort while strengthening the gut-brain axis. GRAS-certified and U.S.-compliant, PoZibio® is under clinical evaluation in the UK for medical food use and brain health applications. pozibio.com
Reducose® is finalist for NutraIngredients Award "Botanical Ingredient of 2025". Patented and backed by 11 clinical studies, a single 250-mg dose taken at the start of a meal containing carbohydrates works immediately to reduce post-meal glucose and insulin spikes by up to 40%. Experience better energy and metabolic balance, try Reducose® today. phynova.com
How many supplements or ingredients are you using right now to improve your immune system? What if it could be just one? Spectramune® Immune Defense Complex is a synergistic combination of ashwagandha and Haritaki that provides a broad range of immune health benefits, including reduced incidence of illness, improvements in a range of immune biomarkers and an overall improvement in psychological wellbeing. Unlike other immune health ingredients, Spectramune targets both innate and adaptive immune responses for broader protection. Studies have shown that people using Spectramune get sick less often and have less severe symptoms when they do get sick. plthealth.com
WholeCal™ is a whole-food calcium ingredient derived from clinically supported red marine algae, offering bioavailable calcium, magnesium, and 70+ naturally occurring trace minerals and amino acids. While most traditional calcium supplements are made from rocks or synthetics that the body struggles to absorb, WholeCal™ delivers calcium in a natural matrix the body can readily utilize. This is critical for maintaining bone strength and mobility, particularly for women, who face an increased risk of bone loss with age. Sustainably harvested and minimally processed, this premium solution is essential for women’s wellness and ideal for supplements, functional foods, and beverages. veganminerals.com
Tesnor® is a proprietary blend of two herbal extracts: cocoa bean (Theobroma cacao) and pomegranate peel (Punica granatum). It has been clinically proven to boost muscle strength and growth in young males, while another study shows that it significantly alleviates age-related symptoms in men. Daily doses of Tesnor® have been shown to increase testosterone levels and reduce Aging Male Symptoms Scores. At just 200 mg per day, Tesnor provides both young and aging men with significant support as a natural testosterone booster. gencorpacific.com
PhytoCellTec™ Md Nu is an innovative ingredient that revitalizes skin stem cells using advanced, sustainable plant cell culture technology. Derived from the rare Swiss apple variety Uttwiler Spätlauber, it is rich in epigenetic factors helping to boost skin vitality. Backed by a published clinical study, just 10 mg PhytoCellTec™ Md Nu daily significantly improves skin firmness, elasticity, and density with participants reporting smoother skin and a strong desire to continue use post-study. Offering scientifically backed anti-aging benefits, PhytoCellTec™ Md Nu is an ideal nutricosmetic ingredient for beauty-from-within and skin rejuvenation supplements. mibellebiochemistry.com
FenuMat® is a clean-label delivery technology that effectively enhances the bioavailability, stability, and organoleptic properties of bioactive nutrients. Utilizing fenugreek fiber, FenuMat forms a plant-based protective hydrogel around bioactive compounds, improving their solubility and enabling controlled release for better absorption. Ideal for vitamins, oils, and other actives, FenuMat supports co-delivery for enhanced efficacy and lower dosages. It can also be seamlessly integrated into powders, gummies, sachets, and more—meeting the demand for clean label formulations, without organic solvents or synthetic excipients. akaybioactives.com
Grown regeneratively in the UK, Ahiflower® is nature’s richest source of omega-3 offering the most complete and balanced omega 3-6-9 profile. With superior EPA conversion and efficient whole-body DHA enrichment compared to flax plus a clean, mild taste, Ahiflower® delivers powerful support for brain, heart, gut, joint, immune, and skin & hair health—without the taste or environmental impacts of fish oil. Sustainably cultivated and fully traceable, Ahiflower® meets growing consumer demand for clean, effective, and planet-friendly omega-3 nutritional benefits. It’s the natural choice for brands looking to lead in plant-based innovation and integrity. ahiflower.com
*THESE STATEMENTS HAVE NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION. THIS PRODUCT IS NOT INTENDED TO DIAGNOSE, TREAT, CURE OR PREVENT ANY DISEASE.
