VITC Vitacost.Com, Inc. (MM)

Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer of health and wellness products, announced today the inclusion of new features for its Apple iPhone and Android mobile apps, designed to encourage comparison shopping and improve the user experience. These apps now include a bar code scanner allowing for easy price comparisons, as well as shopping lists and offer the functionality to set a "vitamin alarm" to ensure compliance with health regimes.

The bar code scanner allows customers to scan any product from any retailer to check whether the items are available at Vitacost.com. If the product is among the thousands of items sold at a discount on Vitacost.com, the customer can purchase it through their Vitacost mobile app rather than paying full-price at the store. If the item is not in Vitacost.com's inventory, other product recommendations will be offered. Another improvement to the Vitacost mobile apps is shopping list functionality—so customers can create and save a list of their favorite products and have the option to purchase every item with just the click of a button. In addition, with the "vitamin alarm" feature, customers can set daily alarms reminding them to take a vitamin or pill, drink water, exercise—or any other healthy habit. The customer does not need to be browsing on their Vitacost mobile app to receive the alarm, as this technology notifies the consumer automatically.

Vitacost.com began transforming its mobile site in October of 2011 in response to customer feedback, requesting an improved experience. Additional enhancements in March of 2012, including recommended products and the ability to checkout with PayPal or Bill Me Later, were designed to make the sales cycle—from research to checkout—easier and faster.

Customers can shop from their iPhone, Android, Blackberry or on the Web at www.vitacost.com, to see Vitacost's extensive array of more than 35,000 health and wellness products, priced up to 50% off retail prices, with orders over $49 shipped free. Exclusive coupons for mobile customers—offered during weekend promotions provide additional savings to the Vitacost mobile customer.

"We are excited to add the ability for easy comparison shopping to the Vitacost mobile apps, making it easier for customers to find the products they want at more affordable prices while they are conducting their everyday grocery and vitamin shopping," said David Zucker, Ph.D., Chief Marketing Officer of Vitacost.com. "The addition of list functionality makes shopping with Vitacost's mobile apps easier than ever, and the vitamin reminder will help customers comply with their health regimens more easily. We are proud to offer a free mobile shopping experience that is good for customers' health—and their wallets."

About Vitacost.com, Inc.

Vitacost.com, Inc. (Nasdaq:VITC) is a leading online retailer 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, pet 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 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