Agar is a red algae that is a unique vegetable substitute for gelatin. Called Agar Agar, it has been used as a food ingredient in the Far East for centuries. NOW Agar Powder is derived entirely from natural seaweed. Its the perfect vegetarian substitute for beef gelatin in any food application, and makes an excellent thickener for soups, jellies, ice cream and more. Since you are what you eat, NOW Real Food has been committed to providing delicious, healthy, natural and organic foods since 1968. We're independent, family owned, and proud of it. Keep it natural. Keep it real. Vegetarian/Vegan Product.