August 21, 2012, 4:36 PM

Vitacost Creates New "Mom" App

"What Kind of Mom Are You?" Quiz Creates Targeted Shopping Opportunities for Key Vitacost.com Demographic

BOCA RATON, Fla., Aug. 21, 2012 -- The mother who looks forward to parent-teacher conferences may be looking for different health and grocery products than the mom who dreads them, suggests a new "mommy blogger" app sponsored by Vitacost.com, Inc. (Nasdaq:VITC), a leading online retailer of health and wellness products. The app, written by editors of the blog Momonomics.com, offers users a fun, lighthearted 10-question personality quiz, entitled, "What Kind of Mom Are You?" Depending on their answers, users are directed to different shopping experiences—all featuring products sold at up to 50% off retail. The Momonomics "What Kind of Mom Are You?" app can be downloaded for free in the iTunes store.

Momonomics.com is a content and community-driven website which Vitacost.com launched earlier this year as part of an innovative marketing strategy to directly target one of its most important demographic groups, mothers ages 25-55—providing them with a fun, relaxing haven where they can unwind and interact. Content includes blogs by mothers and quick, healthy, kid-friendly recipes written by "Today Show" and "Dr. Oz" featured chef, Angela Shelf-Medearis, author of "The Kitchen Diva's Diabetic Cookbook."

"Vitacost.com is proud to offer this fun app," stated David Zucker, Ph.D., Chief Marketing Officer of Vitacost.com. "We hope mothers—and even fathers—will enjoy both the quiz and the discounts on healthy products their families will appreciate."

Vitacost.com sells nearly 40,000 items on its website, discounted up to 50% off retail, including vitamins and supplements, organic and gluten-free foods, baby care essentials, pet products, sports nutrition and natural beauty and home care products, with orders over $49 shipped for free. New products are added every week.

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

Source: Vitacost.com

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