The NaturalMax brand began as a product line of the KAL brand in approximately 1993, with a focus on diet products (with diet plans) as well as energy and rest products. The NaturalMax brand uses tablets, softgels, capsules and liquids, depending on the most desired form for the particular product.

The Natural Max product line includes such innovative and popular products as Super DietMax and Thin-Thin, a nutritional supplement and diet plan with natural 5-HTP derived from griffonia beans. More recently, NaturalMax introduced a complete Women's line, including the successful products Vein Health and Cellufite.