365 by Whole Foods Market
Comprehensive Brand Analysis
Fast Facts
Company History & Milestones
• 1997: Whole Foods Market launches the 365 brand to provide affordable, everyday essentials with Whole Foods’ quality standards.
• 2014: Expansion of 365 into vitamins and dietary supplements as part of Whole Foods’ wellness segment.
• 2016: Launch of standalone 365 by Whole Foods Market stores, aimed at younger and value-conscious customers.
• 2019: Standalone stores discontinued, brand integrated back into Whole Foods retail operations.
• 2022: Brand exceeds 3,000 products, including a wide supplement range under Whole Foods Market’s private label.
Product & Manufacturing Profile
Core Products
Vitamins, minerals, probiotics, herbal supplements, omega-3s, multivitamins, protein powders, and plant-based nutrients under the 365 label.
Manufacturing Model
Products are contract-manufactured by third-party suppliers that meet Whole Foods Market’s internal quality and sourcing standards. Whole Foods oversees formulation and compliance but does not publicly disclose partner manufacturers.
Quality Certifications
All supplements must comply with Whole Foods Market Supplement Quality Standards, which prohibit over 150 artificial colors, preservatives, and flavors. Supplements are produced in facilities adhering to FDA and cGMP standards as verified by Whole Foods’ supplier qualification process.
Third-Party Testing
Whole Foods requires testing to verify identity, purity, and potency of ingredients but does not publish individual Certificates of Analysis (COAs) or list third-party labs publicly. ConsumerLab and other independent organizations have reviewed some 365 products.
Transparency
Ingredient Sourcing
Ingredients are sourced through Whole Foods’ approved vendor network following the company’s Responsible Sourcing policy. However, full ingredient origin or supplier transparency for 365 supplements is not provided.
Published Testing
Whole Foods Market publishes detailed Supplement Standards on its website outlining banned ingredients and purity requirements but does not release batch-level lab results or COAs for 365 products.
Sustainability
Whole Foods Market incorporates sustainable packaging and ethical sourcing across its private brands, including 365, and reports annually through its Impact Report highlighting progress on waste reduction and responsible sourcing.
Trust Score
365 by Whole Foods Market benefits from the retailer’s strong brand reputation, strict internal standards, and compliance with FDA and cGMP guidelines. However, limited transparency around specific manufacturers, sourcing details, and public testing data prevents a higher trust rating. The brand maintains a solid mid-level trust score based on quality consistency and Whole Foods’ oversight.
Sources
Featured Ingredients
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