Specialty retailer The Vitamin Shoppe has launched Keto HQ—a shop within its stores and on its website—to will provide expert education and specialized product assortments to support the ketogenic lifestyle.

Keto—a high-fat, low-carbohydrate diet that is said to promote a benefits such as weight management and cognitive performance— has become increasingly popular among health-and-wellness enthusiasts. With the addition of Keto HQ, The Vitamin Shoppe is making it easier for those following the lifestyle to support their everyday needs. vitaminshoppe.com

“Similar to many health-and-wellness options, the keto diet requires expert insight, knowledge and resources in order to be successful,” says Dave Mock, executive vice president/chief merchandising and marketing officer at The Vitamin Shoppe. “With Keto HQ, we aim to be a trusted advisor to our customers who have embraced the keto lifestyle … by providing them with guidance from highly knowledgeable resources and the products to aid them on their journey.”

Serving as the ambassador of Keto HQ will be Josh Axe, who is a doctor of natural medicine, a chiropractor and a clinical nutritionist, as well as the founder of Ancient Nutrition and member of The Vitamin Shoppe Wellness Council. Axe is a long-time advocate for the keto lifestyle, creator of the Keto360 program and founder of his own line of keto-friendly supplements. He will be a key advisor, providing monthly expert tips to customers looking to adopt the diet into their own wellness routine.

“I am thrilled to partner with The Vitamin Shoppe on our co-mission to support the health of millions of people using the keto diet,” Axe said. “The Vitamin Shoppe is one of the first retailers to offer an entire section in its stores devoted to those who are looking to improve their health using Keto supplements and snacks.”

Located in nearly 800 The Vitamin Shoppe stores and online at vitaminshoppe.com, Keto HQ will offer supplements and snacks from various brands that meet the specific needs of the keto diet including Ancient Nutrition, KetoLogic, Sparta Nutrition, Bulletproof, Ketologie and more. While some products are already available at The Vitamin Shoppe, Keto HQ provides customers one place for the solutions they need to reach their keto goals.

Source: The Vitamin Shoppe Inc.