VITC Vitacost.Com, Inc. (MM)

Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer of health and wellness products, today announced the launch of the Be Box Series, a monthly sample box program that allows customers to discover new health, wellness and sports nutrition products from popular, high-end brands. Each box, available exclusively through Vitacost.com for $13.99, contains full-size products and samples valued at up to $70.00. The Be Well and Be Fit Boxes ship for free and include a coupon for a future purchase. Unlike most other sample box programs, the Be Box Series does not require a monthly subscription, although customers can opt to use Vitacost's Set & Save auto-replenishment program to ensure monthly delivery.

Each Be Well Box contains organic and natural personal care products including items for skin and hair care, dental hygiene, vitamins, supplements, minerals and herbs. The Be Fit Box includes sports nutrition and weight loss products. A Be Pretty Box is expected to be released in March and will include anti-aging and organic beauty products. Contents of each Be Box are a surprise, but customers can view the products from the previous month's box on Vitacost.com. Customers can also purchase specific products from last month's box while supplies last.

Vitacost Chief Marketing Officer David Zucker, Ph.D., said, "The Be Box Series is differentiated from the increasingly crowded sample box market because it contains not only sample size products but full-size products as well. Our Be Box Series is also not limited to just beauty products and cosmetics as it targets all health-conscious consumers by bringing the sample box concept to the everyday consumer. We believe The Be Box Series delivers value and savings to our growing customer base and allows our partner brands to more deeply engage with customers. Increasingly, our partners are seeing Vitacost.com not just as a retailer but as an overall marketing platform.

For more information on the Vitacost Be Box Series visit http://www.vitacost.com/be-box.

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
         Kellie Baldyga
         Account Director
         203.682.8325
         kellie.baldyga@icrinc.com 

         Investor Contact:
         Vitacost.com
         Kathleen Reed
         Director of Investor Relations
         561.982.4180
         Kathleen.reed@vitacost.com