Vitamin Shoppe debuts fitfactor weight management brand

The Vitamin Shoppe is expanding its lineup of proprietary brands. The Seacaucus, N.J.-based specialty retailer has unveiled its own brand fitfactor Weight Management System, a line of weight management products it said were developed with insight from consumer research. 

The Weight Management System is meant to offer a range of bundled and personalized product recommendations that can be tailored to the individual customer’s goals, from appetite control to increased protein consumption or calorie reduction. 

“At The Vitamin Shoppe, we understand that everyone's wellness goals are different, and what looks like success to one person, may not look the same for another,” said Sharon Leite, Vitamin Shoppe CEO. “Whether you're following a particular nutritional regimen like Keto or the Mediterranean diet, or striving for a more balanced metabolism, our new fitfactor Weight Management System brand was carefully designed to address consumers' individual needs and adapt to a variety of lifestyles. At The Vitamin Shoppe, we are always here to help you live your best life, however you define it.”

The fitfactor line includes protein shakes in four varieties — chocolate, vanilla, plant-based and cookies and cream — as well as protein bars in chocolate-covered strawberry, cookie dough, peanut butter and cinnamon roll flavors that are naturally flavored and sucralose-free. The lineup also features various supplements, including Control 360, which is meant to support calorie burning, appetite control, temporary water loss and stress management. Supplements also include MCT and CLA oil, Carnipure L-Carnitine and Ultimate Apple Cider Vinegar Tablets.  Fitfactor also has a fitfactor Keto offering.