California’s new date-labeling law may create packaging and production updates for supplement brands selling into the state. With early planning and the right manufacturing partner, many brands can manage this transition efficiently and avoid last-minute compliance challenges.
Beginning July 1, 2026, California Assembly Bill 660 will change how date labels appear on many food products sold in the state. The law standardizes date-label language for quality and safety dates and removes consumer-facing “sell by” dates from covered products.
Although AB 660 is a California law, its impact may reach far beyond California. Many supplement brands distribute nationally through Amazon, retail, DTC websites, third-party logistics providers, and marketplace fulfillment programs. Because it may not be practical to maintain California-only packaging, many brands may choose to treat AB 660 as a national packaging standard.
What AB 660 Changes
AB 660 requires covered food products manufactured on or after July 1, 2026 to use standardized wording when displaying a quality or safety date.
The approved terms are:
For quality dates:
- “BEST if Used by”
- “BEST if Used or Frozen by”
- “BB” for products too small to fit the full phrase
For safety dates:
- “USE by”
- “USE by or Freeze by”
- “UB” for products too small to fit the full phrase
According to the California Department of Food and Agriculture, quality dates indicate peak freshness or quality, while safety dates indicate when a food item is no longer safe to eat.
“Sell By” Dates Will No Longer Be Consumer-Facing
One of the biggest changes under AB 660 is the removal of consumer-facing “sell by” dates.
Starting July 1, 2026, covered products manufactured on or after that date cannot be sold in California if the label uses the phrase “sell by.” The law still allows coded sell-by information for retailer stock rotation, as long as it is not easily readable by consumers and does not use the phrase “sell by.”
This matters because “sell by” dates were mainly created for retailer inventory management, not consumer safety. AB 660 is designed to reduce confusion and help prevent unnecessary product disposal caused by inconsistent date-label wording.
Does This Apply to Dietary Supplements?
Dietary supplements are not specifically exempted under AB 660. The law applies broadly to food items for human consumption, with specific exemptions for infant formula, eggs, pasteurized in-shell eggs, beer, and other malt beverages.
Because dietary supplements are generally considered food under federal law, supplement brands should not assume they are outside the scope of AB 660 simply because their products are labeled as dietary supplements.
For brands selling into California, this law should be reviewed as part of packaging, compliance, and inventory planning.
Does Every Product Need a Date Label?
No. AB 660 does not appear to create a new requirement for every covered product to display a date label. The law states that, unless otherwise required by law, it does not require a date label unless the product displays one.
However, many supplement products already use date-related language such as:
- Best By
- Best Before
- Expiration Date
- Expires
- EXP
- Use Before
- Freshest By
- Sell By
Brands using any consumer-facing quality or safety date should review whether their terminology aligns with AB 660 before the effective date.
Why National Brands Should Pay Attention
California is one of the largest consumer markets in the United States. For brands selling through Amazon, retail stores, pharmacies, health food stores, DTC websites, or fulfillment networks, it can be difficult to control exactly where each unit is ultimately sold or shipped.
That creates a practical question: should a brand create California-specific packaging, or should it update packaging across all markets?
For many brands, standardizing date-label language nationally may be the simpler path. It can help reduce inventory complexity, avoid accidental noncompliant shipments into California, and create a more consistent consumer experience.
A Manageable Change
The good news is that AB 660 may be easier to manage than some brands expect.
For many supplement products, the date code is applied as a stamp during filling or packaging rather than printed directly into the label artwork. When the date language is controlled through the production-line stamp, compliance may not require a full label redesign, packaging reprint, or major brand refresh.
For example, a brand may need to update a stamp from a nonstandard phrase such as “Best By” or “EXP” to an AB 660-aligned phrase such as “BEST if Used by” or “USE by,” depending on how the date is classified.
This is an important distinction. Brands whose date language is printed directly into label or carton artwork may have a larger lift because those materials may need to be redesigned, reviewed, approved, and reprinted. But for brands using stamped date codes, AB 660 may be a production-line format update rather than a full packaging overhaul.
That said, brands should still review every packaging component carefully. Date-related language may appear on bottles, labels, cartons, pouches, stick packs, sachets, master cases, inserts, or marketplace images.
What Supplement Brands Should Do Now
Although July 2026 may seem far away, packaging transitions often take time. Brands may need to coordinate with regulatory teams, contract manufacturers, label printers, packaging suppliers, and fulfillment partners.
A practical preparation plan includes:
- Review current packaging: Audit every SKU, including bottles, cartons, pouches, stick packs, sachets, bundles, master cases, and inserts.
- Identify all date-related language: Look for terms such as “Best By,” “EXP,” “Expiration Date,” “Use By,” “Sell By,” or similar wording.
- Determine whether the date is quality-related or safety-related: Many supplement shelf-life dates are tied to quality, potency, or stability through the stated period, but brands should confirm the correct classification with qualified regulatory or compliance professionals.
- Update date-stamp formats or artwork where needed: If the date language is stamped during production, work with your manufacturing partner to confirm how the stamp can be updated. If the language is printed into artwork, begin the review and reprint process early.
- Plan inventory transitions: Because AB 660 applies to products manufactured on or after July 1, 2026, brands should review manufacturing dates, lot codes, packaging runs, and finished goods inventory as part of their sell-through planning.
How Vitalpax Can Help
For supplement brands, AB 660 is more than a small wording change. It is a reminder that packaging compliance should be planned early, especially for brands selling across multiple channels and states.
Vitalpax supports supplement brands with formulation, manufacturing, packaging, and label-ready production across a wide range of dosage formats, including liquids, capsules, tablets, powders, softgels, stick packs, and more.
As date-label requirements evolve, working with an experienced manufacturing partner can help brands manage packaging updates, production planning, date-code formatting, and SKU transitions more efficiently.
Final Thoughts
California AB 660 takes effect on July 1, 2026, and supplement brands should begin preparing now.
The law standardizes date-label terminology, limits acceptable quality and safety date phrases, and removes consumer-facing “sell by” dates from covered products sold in California.
For brands with national distribution, the simplest approach may be to treat AB 660 as a broader packaging standard rather than a California-only issue. Early planning can help reduce rushed changes, packaging waste, inventory complications, and potential compliance risk.
ABOUT VITALPAX, INC.
Vitalpax is one of the largest turnkey developers and manufacturers of high-quality health and wellness supplements in the US, with a strong focus on staying ahead of trends in the supplement market. Based in La Verkin, UT, Vitalpax is a one-stop shop for formulating, developing, manufacturing, packaging, and shipping a wide variety of liquids, capsules, tablets, powders, and other nutraceutical dosage forms for customers worldwide. Known for their exceptional quality, innovation, and ability to cater to what’s popular or on the rise, the company sets itself apart in the industry. Vitalpax maintains the highest manufacturing standards, including cGMP through SGS, USDA Organic, Kosher, and Halal Certifications. For more information, please visit https://vitalpax.com/. For press or business inquiries, please contact us at info@vitalpax.com or call +1 (866) 844-2588.
Disclaimer: This article is for informational purposes only and should not be considered legal advice. Supplement brands should consult qualified regulatory counsel to determine how AB 660 applies to their specific products, labels, and distribution model.
