VITC Vitacost.Com, Inc. (MM)

Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer and direct marketer of health and wellness products, today unveiled a fresh new brand identity, complete with a new logo and corporate slogan, "take the cost out of healthy living." The company website, www.vitacost.com, will be revitalized over the next month with a cleaner look and feel and improved usability features. In addition, the company announced it will be expanding its online content through a broader initiative to attract more customers to its site.

The new logo was created with symbolism that powerfully represents the company's mission statement: "To enrich lives, inspire wellness, and support a healthy lifestyle with the best products available at the best prices." The design uses a hand to represent nurturing; a ball symbolizing the sun and natural energy; encompassed by a circle, which demonstrates trust, protection and global delivery of the company's products. The new slogan, "take the cost out of healthy living," underscores Vitacost.com's commitment for providing the best health and wellness products at the most affordable prices.

"We are very excited to launch a new corporate logo and slogan around our mission statement, after spending many months analyzing how we can best provide our consumers access to the healthy living products they desire," said Jeffrey J. Horowitz, Vitacost.com's Chief Executive Officer. "At Vitacost.com, we want to provide our customers not only with the best selection of health and wellness products, but also with the opportunity to purchase these products at affordable prices. Value, as well as quality and selection, are increasingly important to today's health and wellness consumers."

In further support of its new branding campaign, the company is revitalizing its website, www.vitacost.com, to create a better shopping experience for users and is adding additional content to its site. The new website will reflect a fresh, nature-inspired look and feel and offer an improved user experience with newly enhanced navigation features making it easier for customers to explore Vitacost.com's vast product offerings. To further increase its value to customers, Vitacost.com has announced the expansion of its online content to include advice, cutting-edge expertise, and educational content on a wide array of topics including nutrition, skin care, sports and fitness. The redesigned site is currently being launched in a slow, controlled release and will be fully implemented by the end of March 2012, with new content added on an ongoing basis. 

"At Vitacost.com, we are continually striving to improve our performance and provide superior customer service to our customers," stated David Zucker Ph.D., Chief Marketing Officer of Vitacost.com. "Our goal is for Vitacost.com to become a place where health-conscious consumers can get the quality health products and information they need to live healthier, fuller lives."

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.

Forward-Looking Statements

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 statements regarding the Company's future growth prospects, long term growth strategy, future financial performance, sales expectations and initiatives to improve efficiencies through increased scale and leverage, involve known and unknown risks and uncertainties, which may cause the Company's actual results in current or future periods to differ materially from those anticipated or projected herein. These risks are more fully described in the Company's filings with the Securities and Exchange Commission, including the Company's Form 10-K for the fiscal year ended December 31, 2010 and in the Company's subsequent filings with the Securities and Exchange Commission made prior to or after the date hereof.

CONTACT: Media/Press Contact:
         ICR
         Bo Park
         Managing Director
         646.277.1222
         bo.park@icrinc.com
         
         Investor Contact:
         Vitacost.com
         Kathleen Reed
         Director of Investor Relations
         561.982.4180
         kathleen.reed@vitacost.com