Vitacost.com Launches New Website Ahead Of Schedule

Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct marketer of health and wellness products, announced today that after extensive testing, it has fully executed the relaunch of its website, several weeks ahead of its previously communicated roll-out target of late March. New and existing Vitacost customers visiting www.vitacost.com are responding enthusiastically to the new site’s fresh, nature-inspired look and improved navigation features. Traffic remains strong and shopper feedback has been overwhelmingly positive.

“We are thrilled that the Vitacost.com relaunch has been a success,” said Jeffrey J. Horowitz, Vitacost.com’s Chief Executive Officer. “Even more rewarding than launching our redesigned website ahead of schedule and without a glitch, is the knowledge that our customers are benefiting from the new look and improved usability features.”

David Zucker, Ph.D., Chief Marketing Officer for Vitacost.com, agreed that the positive customer reaction to the new website — reflected on Vitacost.com’s Facebook wall, as well as by traffic — underscores the success of its redesign endeavor. “The execution of our new site would not have been possible without many long hours and extensive testing. We are grateful to our talented team for the site’s successful launch — and to our customers, for validating our hard work.”

Vitacost’s website redesign follows a brand makeover kicked off earlier this year that included a new logo and slogan, “take the cost out of healthy living,” and is part of a broader initiative to improve the overall customer experience.

About Vitacost.com

Vitacost.com, Inc. (NASDAQ: VITC) is a leading online retailer and direct marketer of health and wellness products, including dietary supplements such as vitamins, minerals, herbs and other botanicals, amino acids and metabolites, as well as cosmetics, organic body and personal care products, sports nutrition and health foods. Vitacost.com, Inc. sells these products directly to consumers through its website, www.vitacost.com. Vitacost.com, Inc. strives to offer its customers the broadest product selection of healthy living products, while providing superior customer service and timely and accurate delivery.

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