Vitacost.com, Inc. Launches Mobile Website for On-The-Go Customers

Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct marketer of health and wellness products, today announced the launch of a mobile version of its consumer website, www.Vitacost.com. Vitacost.com’s over one million active customers will now be able to browse and purchase over 28,000 healthy lifestyle products from anywhere by using any mobile device make or model.

“Vitacost has become the leading online retailer of health and wellness products by offering customers superior value on the best selection of products in a user friendly shopping experience. In order to expand our leading position in this growing market, we are consistently focused on innovation and providing our customers the highest quality of service and support to make their shopping experience easy and hassle free from anywhere in the world,” said Ira Kerker, Vitacost’s Chief Executive Officer. “We are excited to now offer customers access to our products on Vitacost.com from the speed and versatility of their personal mobile device.”

Many of the same features available on Vitacost.com are now available through the Company’s mobile website which provides a streamlined, consistent shopping experience. Functional features allow customers to view their account, search and shop by brand or category, as well as view Vitacost.com’s best sellers. The mobile shopping cart, order status, and checkout allow customers to have convenient access to Vitacost.com from any handheld mobile device.

“Our goal is to create a simple, streamlined mobile experience that is uniquely branded and consistent with our leading website. We are now able to deliver the convenience of mobile browsing and purchasing to our expanding customer base,” said Sonya Lambert, Vitacost.com’s Vice President of Marketing. “We recognize that our customers have active lifestyles and that our products are essential to their activities. By offering greater accessibility to our website we are continually improving the customers experience with Vitacost wherever they are – and increasingly, they are mobile.”

About Vitacost.com, Inc.

Vitacost.com, Inc. (Symbol: VITC) is a leading online retailer and direct marketer of health and wellness products, including dietary supplements such as vitamins, minerals, herbs or 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, as well as through its catalogs. Vitacost.com, Inc. strives to offer its customers the broadest product selection supported by current scientific and medical research at the best value, while providing superior customer service and timely and accurate delivery.

Forward Looking Statement

Except for historical information contained herein, the statements in this release are forward-looking and made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements made herein, which include management's plans with respect to the use of proceeds from the Company's initial public offering and statements regarding the Company's expected results of operations for the fourth quarter of 2009 and the full year of 2010, involve known and unknown risks and uncertainties, which may cause Vitacost's actual results in current or future periods to differ materially from forecasted results. Those risks and uncertainties include, among other things, the current global economic downturn or recession; difficulty expanding its manufacturing and distribution facilities; significant competition in its industry; unfavorable publicity or consumer perception of its products on the Internet; the incurrence of material product liability and product recall costs; Inability to defend intellectual property claims; costs of compliance and its failure to comply with government regulations; its failure to keep pace with the demands of our customers for new products; disruptions in its manufacturing system, including information technology systems, or losses of manufacturing certifications; and the lack of long-term experience with human consumption of some of its products with innovative ingredients. Those and other risks are more fully described in Vitacost's filings with the Securities and Exchange Commission, including the Registration Statement on Form S-1, as amended, filed in connection with the Company's initial public offering.

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