VITC Vitacost.Com, Inc. (MM)

Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer and direct marketer of health and wellness products, today announced that it is launching its first-ever national broadcast media advertising campaign with a series of radio spots narrated by "Saturday Night Live" veteran and mother of three, Maya Rudolph. The first ad will air today in radio markets throughout the U.S. with future spots running through February.

In each ad, Rudolph speaks directly to fellow moms and introduces a best-of-both-worlds approach to smart shopping dubbed Momonomics. A playful combination of the words "mom" and "economics," Momonomics is defined as finding superior-quality, natural, healthy and organic products at the best possible prices, delivered in the most cost-effective, and time-efficient manner. Vitacost.com offers Momonomics on its website, www.vitacost.com, through its vast array of better healthy living products including vitamins, supplements, natural and organic foods, baby care essentials and beauty and personal care items, all up to 50% off retail prices with orders over $49 shipped for free. Print ads echoing this Momonomics theme are running in more than a dozen mainstream national publications, ranging from "Fit Pregnancy" to "Shape."

Mothers aren't the only consumers who will find new value at Vitacost.com. The company has announced a broader content initiative to enhance the customer purchasing experience and increase awareness of Vitacost.com's wide assortment of healthy living products. Vitacost.com is lining up partnerships with internationally recognized experts in categories including special diets, nutrition, bodybuilding, and other topics of interest to shoppers and will be rolling out expert-generated blogs over the next several months. In addition, the company recently partnered with World Triathlon Corporation (WTC), owners of the Ironman® brand, to further highlight its expanded product offering.

"At Vitacost.com, we are very excited about our new Momonomics ad campaign because it reflects our passion for helping people live happier, healthier lives," stated David Zucker, Ph.D., Chief Marketing Officer of Vitacost.com. "We know that our customers are busier than ever. Vitacost.com is proud to champion the efforts of busy mothers—and all of our customers—by making it easier and more affordable than ever for them to get the best health and wellness products for their families, delivered directly to their doorsteps."

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.

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