Vitamin Shoppe intros line of private label premium vitamins

The Vitamin Shoppe has debuted a private label brand of vitamins. Dubbed Vthrive The Vitamin Shoppe, the line of products from the Secaucus, N.J.-based retailer includes vitamins, minerals, supplements and essential oils with a focus on clean formulas and high-quality ingredients. 

Vthrive The Vitamin Shoppe brand products are free of artificial colors, flavors and sweeteners, and its vitamin, mineral and supplement formulas are free of magnesium stearate, stearic acid and titanium dioxide. The essential oils in the brand are made from USDA-certified organic oils. Product selection included fish oils, multivitamins, whey proteins, joint support, testosterone support and essential oils. 

“We are excited to introduce Vthrive The Vitamin Shoppe brand to knowledgeable wellness consumers who take a proactive approach to their health and prioritize clean formulas and clinically-tested, branded ingredients,” Vitamin Shoppe CEO Sharon Leite said. “These new offerings bring another option to our growing lineup of proprietary brands, which are all backed by The Vitamin Shoppe's quality promise. We are committed to being a trusted and comprehensive resource for our customers, providing them with a variety of high-quality products to meet their personal health and wellness goals, however they define them.”

In an effort to further position the new private brand offerings as safe, the company said each product is put through 320 quality assurance test, as well as third-party testing to verify purity and potency. 

Vthrive The Vitamin Shoppe has rolled out to the company’s more than 750 stores, Super Supplements and its website.