Vitacost debuts new branding with simplified packaging to make supplement buying ‘easier’

By Stephen Daniells

- Last updated on GMT

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Vitacost debuts new branding with simplified packaging to make supplement buying ‘easier’
Online retailer is aiming to boost transparency and consumer understanding with a re-launch of its own brand of dietary supplements with new names and simplified packaging.

The retailer’s new packaging features new icons that highlight each product’s most important attributes, e.g. vegetarian, non-GMO, USDA Organic and more.

“Our new family of Vitacost supplement brands delivers the same great quality and value customers know and love, with an updated look that makes supplement shopping easier than ever,”​ said Brian Helman, President of, a wholly owned subsidiary of The Kroger Co.

Three major brands

In addition to the packaging changes, the private label supplements have been organized into three major brands:

Vitacost brand:​ The Company’s flagship brand features simple, straightforward formulas, including Vitacost Probiotic 15-35, Vitacost Vitamin D3 Mini Gels and Vitacost CoQ10.

Synergy by Vitacost:​ These advanced formulations provide clinically researched ingredients, higher potencies and superior ingredients for next-level nutrition, said the company. Notable products include Synergy Super EPA Omega-3 and Synergy Milk Thistle Extract.

ROOT2 by Vitacost:​ The newest brand in the Vitacost family features whole-food-based ingredients, including an assortment of organic, non-GMO, vegan and vegetarian options. Notable products include ROOT2 Pea Protein and ROOT2 Turmeric + Joint Support.


“Quality and safety are our cornerstones,”​ said Terry Papadopoulos, Senior Manager of Product Development at “All Vitacost supplements adhere to the FDA’s Current Good Manufacturing Practices (CGMPs), ensuring high standards of potency, purity, efficacy and safety. Our team of nutrition scientists carefully researches, develops and reviews all ingredients and finished formulations, because we know that what you put into your body matters.”

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