NOW –  Vitamin D that’s Different
NOW Vitamin D features some unique differences from other brands by using Olive oil versus inferior oils such as flax, coconut or soybean oil to deliver our vitamin D softgels to improve absorption. 
The Power of Vitamin D
Chances are you’ve heard about vitamin D. You may have learned how it’s the “sunshine” vitamin, it’s great for bones, and there’s lots of research discovering potential links in immunity, fighting the common cold and flu, and more.  
But you may have said to yourself “I see enough sun to make my own vitamin D”, or I think that vitamins are for older people.  Guess again. Supplementation is now becoming the recommended method to get enough of this all-too-important vitamin.
Sunny Days Aren’t Here Again
Sun exposure is one way to get enough vitamin D, but there are many factors that affect the ability to produce enough vitamin D – altitude, skin exposure, time exposure, use of sunblock, angle of sun, nutritional status of vitamin D co-factors, age, and skin type and colour. Light skin produces more vitamin D than dark skin as it contains less pigmentation that is a natural sunblock. One amazing fact is that if you use a sunblock of SPF 8, you block 95% production of vitamin D, and SPF 30 will block 100%!! And even in sunbelt regions, they are having vitamin D problems. They found university students in Abu Dhabi were deficient in vitamin D due to sun avoidance.
D-ficient Intake
So, the sun doesn’t always provide us with the safest option for getting vitamin D. and Canada, due to its Northern Hemisphere location, offers limited sun exposure time anyways. With so many of us covering up from the sun with clothing or sunblock to avoid the cancer-causing rays of the sun, it is no wonder more Canadians have become vitamin D deficient. Gerry Schwalfenberg, at the University of Alberta, said testing showing that “60 to 70 per cent [of Canadians] have inadequate levels [is] not good,” given that vitamin D insufficiency is being linked to so many chronic diseases. Researchers now recommend supplementing our diets with vitamin D as even efforts to boost our food supply (vitamin D fortified milk) and education has not worked to increase vitamin D intake to optimal levels. Health Canada says Canadians should take from 200 to 600 International Units (I.U.) of vitamin D a day for good bone health. A cup of fortified milk contains about 100 I.U., while a typical multivitamin has 400IU. But some researchers say this amount is woefully inadequate.
NOW – The Difference
NOW® Vitamin D features some unique differences from other brands. Cheaper tablet versions can be found on the market, but vitamin D is a fat-soluble vitamin, so having it delivered with a fat source, such as an oil carrier, can help improve absorption. Many brands will deliver their oil versions of vitamin D3 (the more active version of vitamin D) in an oil carrier in an easy to swallow softgel or liquid. But many use inferior oils such as flax, coconut or soybean oil. We use ultra-healthy Olive Oil so we can deliver even more health benefits. NOW® softgels are small and easy to swallow, and they contain no sugar, salt, starch, yeast wheat, gluten, soy, milk, egg, shellfish or preservatives.
Different forms of Vitamin D
Vitamin D comes in 2 forms – the more active D3 form sourced from lanolin of sheep’s wool known as cholecalciferol; and D2 a vegetarian plant source called ergocalciferol that requires some conversion to become active in the body. There are various delivery forms such as dry tablets, vegecaps, oil softgels, liquids, and even chewables. NOW® offers all of these types to meet an individuals’ needs.