Wellness products you love, now in one simple swipe

LAKEWOOD, Colo., April 1, 2026 /PRNewswire/ -- Natural Grocers®, the largest family-operated organic and natural grocery retailer is proud to support wellness from the bottom up, with its newest private-label product: Natural Grocers® Brand Wellness Bath Tissue. Designed to support a gentle, irritation-free bathroom experience, customers can now get the wellness support they love in one simple wipe.

Natural Grocers® unveils its "newest" private‑label offering, designed to support everyday wellness.

This innovative three-ply tissue features a creatine, collagen, and magnesium blend to support everyday wellness and self-care. Creatine supports brain energy, brain function and sports performance; collagen supports joint health and supple skin, and magnesium supports bone health, attention, and focus.

The tissue has already taken the wellness influencer community by storm after a TikTok post from Juniper Vale, a Topanga Canyon–based wellness creator, went viral, declaring, "Natural Grocers Brand Wellness Bath Tissue is the final frontier of conscious consumerism—an overlooked daily ritual, finally given the intention it deserves. I will never go back to traditional two-ply."

WHY WELLNESS BATH TISSUE?

"From the earliest civilizations to modern wellness practices, humans have always sought comfort, cleanliness and care," said a spokesperson for Natural Grocers. "Paper hygiene and holistic wellness support can both be traced back to 6^th-century China. We asked ourselves why centuries of personal care should stop there. The answer was simple: It shouldn't. We're simply continuing age-old traditions in one brilliant, soothing combo—and reframing an everyday routine as a quiet but meaningful moment of self-care."

CARE THE PLANET & THE CUSTOMER CAN COUNT ON

Natural Grocers customers expect transparency and integrity from every product found on the shelves whether it lives in the pantry, freezer or bathroom. By applying the same rigorous scrutiny used across its private-label lineup, the company's standards and R&D teams ensured every roll meets Natural Grocers' uncompromising product promises, including:

Never tested on animals.
Made from responsibly sourced, FSC certified bamboo and recycled fibers.
Manufactured with a reduced reverse osmosis water process.
Free from chlorine bleach, chemicals, synthetic colors, inks, fragrances or optical brighteners; pH considerate.
Dermatologist reviewed standards (we're talking a quick, precursory glance and a somewhat detailed Slack conversation).
Optimized roll density to balance comfort with conscious consumption.
Individually wrapped in compostable bamboo paper to preserve freshness and integrity.
Packaged with minimal inks and thoughtfully restrained branding.

IN STORES NOW. . .APRIL FOOLS

If you're thinking to yourself, "This…I just…cannot," Happy April Fools' Day! Natural Grocers Brand Wellness Bath Tissue may not be real, but the company's commitment to high-quality, Always Affordable^SMproducts is. Customers can find a robust variety of supplements, cleaning products and paper goods on the shelves of all 169 Natural Grocers stores nationwide.

{N}power members can get $3 off any supplement, cleaning product or paper good, April 1–4, 2026. Coupon must be clipped from the mobile app or online dashboard. Click here to learn more.^[i]

SIGN UP & SAVE

Not an {N}power member? Not a problem! Discover {N}power, Natural Grocers' free customer rewards program, and enjoy exclusive discounts, deals, and surprise offers. Customers can sign up for {N]power here. Customers can also download the Natural Grocers App for easy access to {N}power benefits and more.

Learn more about Natural Grocers Brand Products and product standards at www.naturalgrocers.com/natural-grocers-brand-products.
Access Natural Grocers' April Fools' media kit.
Follow Natural Grocers on Facebook, Instagram and TikTok for real product releases, recipes, tips, local events and discount reminders.
For media inquiries or sample requests, please email kmacarelli@naturalgrocers.com.

ABOUT NATURAL GROCERS BY VITAMIN COTTAGE

Founded in 1955, Natural Grocers by Vitamin Cottage, Inc. (NYSE: NGVC) is an expanding specialty retailer of natural and organic groceries, body care products, and dietary supplements. The grocery products sold by Natural Grocers must meet strict quality guidelines and may not contain artificial flavors, preservatives, or sweeteners (as defined by its standards), synthetic colors, or partially hydrogenated or hydrogenated oils. The Company sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy products, and free-range eggs. Natural Grocers' flexible smaller-store format allows it to offer affordable prices in a shopper-friendly, clean, and convenient retail environment. The Company also provides extensive free science-based Nutrition Education programs to help customers and Crew make informed health and nutrition choices. Natural Grocers is committed to its 5 Founding Principles—including its "Commitment to Community" and "Commitment to Crew". In fiscal year 2024, the Company invested more than $15 million in incremental compensation and discretionary payments for Crew. Headquartered in the Union Square neighborhood of Lakewood, CO, Natural Grocers has 169 stores in 21 states. Visit www.naturalgrocers.com for more information and store locations.

^[i]Offer available only to {N}power members, for in-store purchases at participating stores, 4/1/2026 – 4/4/2026. Customers who have signed up for {N}power by 3/30/2026 will automatically receive this coupon via email to clip to their rewards account. See email for additional terms. {N}power offers are available only to registered members and are subject to program terms and conditions available at www.naturalgrocers.com/npower and privacy policy available at www.naturalgrocers.com/privacy-policy. Natural Grocers reserves the right to correct errors. Void where prohibited by law.

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SOURCE Natural Grocers by Vitamin Cottage, Inc.

Natural Grocers® Expands Private-Label Line With Wellness Bath Tissue