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Vitacost.com Launches New 'Whole Food' Line of Proprietary Dietary Supplements

BOCA RATON, Fla., Nov. 12, 2012 (GLOBE NEWSWIRE) -- Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer of health and wellness products, announced the launch of a new line of Whole Food dietary supplements targeting customers concerned about genetically modified organisms (GMOs). Vitacost Whole Food products are made from real, identifiable whole food ingredients including fresh fruits and vegetables, full-spectrum herbs and superfoods to supply nutrients in their most authentic and recognizable forms for easy absorption by the body.

"We have seen the whole food movement gain significant traction over the past several years with increasing sales of whole food products and superfoods," stated Jeffrey J. Horowitz, Vitacost.com's Chief Executive Officer. "We are proud to be one of the few companies in the industry today capable of offering consumers a line of whole food-based, non-GMO supplements at attractive prices."

The products are 100% vegetarian, made with non-GMO ingredients, free of artificial colors, flavors and preservatives and use no chemical fillers, binders or stearates. The current Vitacost Whole Food line includes a Men's Multi-Vitamin, Women's Multi-Vitamin, B-Complex, Organic Wheat Grass Powder and Yaeyama Chlorella and can be viewed at http://www.vitacost.com/vitacost-whole-food-products?csrc=prstory-whole-food. An expanded roll-out is expected in 2013. In addition to this new proprietary line, Vitacost also sells more than 1,000 non-GMO products from third party providers, including organic food, vitamins and supplements, beauty, home and pet products.

In support of its Whole Food proprietary launch, Vitacost.com recently surveyed approximately 1,200 American men and women about their attitudes and purchasing behaviors regarding non-GMO products. The results showed that 38% of those surveyed stated they were concerned about the presence of GMOs in food, supplements and household products. Additionally, the survey revealed that cost was the most important factor for consumers.

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.comSource:Vitacost.com