‘NBTY Inc.’ is gone forever, though not really

Signing off: They're going to need new signage at The Nature's Bounty Co. in Ronkonkoma.

Possibly sensing it had the cart before the horse, Ronkonkoma-based NBTY Inc. has announced an immediate corporate name change.

The 45-year-old manufacturer and distributor of vitamins, nutritional supplements and beauty products has officially changed its corporate name to The Nature’s Bounty Co., according to a statement issued Monday. All NBTY webpages were updated Monday morning wit “The Nature’s Bounty Co.” logos and content.

Steve Cahillane: Brand recognition.

Steve Cahillane: Brand recognition.

The switch was made to “better reflect its commitment to global wellness,” the company said in a statement. It also better hypes the company’s No. 1 product line, henceforth billed as the “flagship brand” of The Nature’s Bounty Co.’s portfolio.

In addition to its leading Nature’s Bounty brand and two other key verticals – U.K.-based health food stores Holland & Barrett and Oakdale-based vitamin discounter Puritan’s Pride – the Ronkonkoma-based maker also produces Ester-C, Sundown Naturals and MET-Rx, among other well-known brands.

The Nature’s Bounty Co. will continue producing those lines, according to President and CEO Steve Cahillane, while shining a new spotlight on its frontline products – all under a new moniker that “more accurately reflects the commitment we have to supporting wellness by leveraging science and nature.”

Cahillane noted “deep-seated and positive brand equity” in the Nature’s Bounty name, calling it a “great strength in the minds of our customers, our consumers and our associates.”

“The time is right to embrace the name of our flagship brand as we continue our mission to make wellness attainable for people around the world,” the CEO said in a statement. “As a wellness company, we are committed to providing people with thousands of high-quality products.”

All told, The Nature’s Bounty Co. offers more than 16,000 products in better than 100 global markets.