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 Consumer Choice Awards gives brands the opportunity to put their product in the hands of their target consumers. Brands that wish to nominate a product for this award must participate in the Product Discovery at Home program. Brands apply for this awards program through our technology partner Sampler who then distributes 1,000 samples to the judges - the consumers! The consumers aren't aware they are judging for the NEXTY Consumer Choice Awards, but they are asked to provide feedback and ratings for products across three categories, ultimately selecting the finalists and winners. Participating brands receive all ratings and feedback from the consumers as well as one waived nomination for the NEXTY Awards.

The NEXTY Editors' Choice Award does not require a nomination. Throughout the upcoming Natural Products Expo, the New Hope Network content team covers the entire trade show floor, eagerly searching for products that are worthy of a NEXTY Award so that no miraculous, award-worthy product goes unnoticed. On the last morning of the show, the content team discusses their discoveries and elects 2-4 Editors' Choice winners, who are then awarded on the show-floor that day.

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.