February 27, 2012

Vitacost.com Launches New Content Website for Moms

Momonomics.com offers fun escape for Vitacost's most valuable demographic

BOCA RATON, Fla.--(BUSINESS WIRE)-- Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct marketer of health and wellness products, announced today the launch of a new content and community-driven website, Momonomics.com, that is intended to offer an entertaining escape for its most valuable demographic, women ages 25-55. 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. The launch of Momonomics.com is part of a broader national media advertising campaign launched earlier this month. Visitors who go to www.momonomics.com will be greeted by a casual, whimsical look-and-feel that promises an experience that is "like a mom's night out without the watered down cosmos."

Filled with user-generated content about topics of interest to today's multi-tasking, time-strapped mother, Momonomics.com offers moms a quick opportunity to unwind, laugh and interact with other women, creating an instant "mom's night out" experience, no babysitters required. Navigation categories include "Vent," a place to share gripes and receive advice; "Brag," where moms can boast about parenting and personal accomplishments; "Pillow Talk," devoted to sex, marriage and dating issues; and "Kitchen Diva," a resource for easy, healthy recipes. Light-hearted polls, like "What Kind of Mom Are You?" and a section called "Slacker," where moms can confess to various "mommy sins," keep the site interactive and fun.

There is a direct link on Momonomics.com back to www.vitacost.com where customers can shop the Company's vast array of healthy living products including vitamins, supplements, natural and organic foods, baby care essentials, beauty and personal care items, all up to 50% off retail prices with orders over $49 shipped for free.

"With Momonomics.com, Vitacost is employing an innovative marketing strategy by creating a fun, relaxing haven for its most valued customer base—moms ages 25-55—where they can enjoy a few laughs, camaraderie and 'me time,' while receiving marketing messages in a friendly, non-aggressive way," explained David Zucker, Ph.D., Chief Marketing Officer for Vitacost.com. "This is a new approach that gives women what they want before trying to sell them things they need."

About Vitacost.com, Inc.

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, 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.

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

Source: Vitacost.com, Inc.

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