How to Win

The NEXTY Awards are the premiere recognition of excellence in the natural products industry. Winning products represent what’s NEXT in wellness trends, in solving today’s health and sustainability problems, in ingredient innovation, in packaging, in condition management, in supply chain growth and transparency, in health impact.

Above all else, the editors and judges use the following criteria to determine whether a product is worthy of a coveted NEXTY Award.

To stand out to the judges, give special attention to the fields on the nomination form where you’re given an opportunity to explain how this product meets the criteria of innovation, inspiration and integrity.



The product or company shows truly creative thinking and execution (not a "me too" approach); uses a newly discovered or rediscovered ingredient, flavor profile, technique or process; fills a legitimate (though perhaps not yet recognized) natural products market need or niche; and/or is predicted to have longer-term impact in the industry.



The product or company takes a creative, next-gen approach to clean ingredient(s), sourcing, sustainability, transparency, traceability and safety/security.




The product or company adheres to an unusual or new mission targeting an issue or problem not yet widely addressed; its message/mission is clearly communicated, focused and effective, with real, wide-reaching potential or already proven positive social or environmental impact.

How Judging Works

Our NEXTY Awards program is currently open to all natural products industry CPG brands. Brands can nominate their products across 20+ different categories and must send product samples to the New Hope Network office in Boulder, Colorado. For the preliminary judging round, the New Hope Network content team, standards team, marketing team and NEXT Data & Insights team sample and deliberate over hundreds of products to select 2-5 finalists in each category based on product Innovation, Inspiration and Integrity. For the final judging, a panel of invited industry experts join the New Hope Network team to select the single winners in each category.

The NEXTY Editors' Choice Award does not require a nomination. The New Hope Network content team scours the Natural Products Expo and Expo Virtual Community show floors, in addition to the NEXTY nominees, and comes together to discuss and award their favorite products and brands.

The NEXTY Gold Award does not require a nomination and is selected through discussion and deliberation by the New Hope Network content team. Awarded and celebrated at the Hall of Legends at Natural Products Expo West, the NEXTY Gold Awards recognize those brands that impress us year after year with products that truly move the mission of the natural products industry forward, disrupt the status quo and make the world a healthier, better place.