Vitacost rebrands, expands health food line

Leading online retailer has rebranded and expanded its private label health food products, replacing its "Best of All" label with the Vitacost brand. Inc., a leading online retailer of healthy living products, announced that it has rebranded and expanded its line of private label health food products, replacing its "Best of All" label with the Vitacost brand. In addition, the Company has introduced more than 40 new health food items in the past 6 months, including non-GMO nut butters, raw honey, red quinoa, cacao nibs, maple syrup and popular snack items such as dark chocolate coffee beans and a goji berry trail mix. Vitacost's food products all feature earthy, organic looking labels, with its new "Snacking Naturally" line packaged in environmentally-friendly, resealable bags, utilizing water-based ink and BPA-free materials.

To spotlight its new private label health foods as well as its growing inventory of over 10,000 third-party food products, the Company launched the Recipe Center at This microsite offers more than 500 recipes and can be searched by course, specialty diet—including gluten-free, paleo, vegan, low-carb and organic, as well as by popular ingredients, such as coconut oil, flax seed, and chia, offering customers inventive and healthy ways to use these items in their daily cooking. The site also offers an "Add to Cart" feature which allows customers to purchase ingredients featured in the selected recipe with one easy click.

"Proprietary products remain an important part of our business with new product introductions a key component of increasing customer awareness of the Vitacost brand," stated Jeffrey Horowitz, chief executive officer of "We launched more than 200 new products during 2013 and are well on our way to exceed that level this year. We will be introducing new proprietary products across all of our major healthy living categories with a specific emphasis on food, sports nutrition and home care, as these categories continue to grow at a fast pace. Our emphasis on food, in both our private label endeavors and in our new recipe content, demonstrates that we have our finger on the pulse of what today's health-conscious customer is seeking."

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