Fifty2, The MPB Project: The Vitamin Shoppe – Mytrition

Fifty2 - mytrition - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Fifty2 The MPB Project LogoBrand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands. I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

The first “The Vitamin Shoppe” store opened in 1977 on 57th Street in New York City. The new store served customers looking for healthy alternatives to over-the-counter and prescription drugs, and provided that with a variety of supplements, vitamins, and minerals. Less than ten years later, in 1986, the first Vitamin Shoppe branded products appeared on shelf. In the more than 25 years since their introduction more than 30 million Private Brand products have been sold.

In 2012, Vitamin Shoppe expended their Private Brand portfolio with the introduction of Mytrition, a brand designed to simplify the vitamin and supplement experience and conveniently fulfill unique lifestyle needs. Each Mytrition Personal Pack is designed to provide the benefits of the most advanced nutritional science in a convenient once-daily dose. Each Personal Pack includes a precise combination of high-quality tablets, capsules, and soft gels designed to provide customers with a wide spectrum of supplements, including vitamins and minerals, powerful antioxidants, targeted herbs, and essential fatty acids. Mytrition is available in Women’s, Men’s, Women’s Sport, Men’s Sport, Women’s 50+, and Men’s 50+ formulas, so rather than having to select, purchase, and organize multiple supplement products, consumers merely have to self-identify with one of the six segments, and all the work is done for them.

The brand has been so successful that in the Q1 2013 earnings call, Anthony N. Truesdale, Chief Executive Officer and Director, announced that due to successful sales performance and positive customer feedback, Vitamin Shoppe would add 4 new SKUs by the end of 2014 which will grow the brand by close to 35%.

The Mytrition name connects the brand directly to a personal experience with the customer — while the aspirational language (Men’s: Modern, Motivated, Mindful; Women’s: Beautiful, Balanced, Brilliant) on each package reinforces an emotional connection with the brand and a healthy lifestyle. The black and white customer-segment relevant photography and fashionable yet classic logo and package design further reinforce the credibility and simplicity of the brand and create a true differentiator for The Vitamin Shoppe.

Brand: The Vitamin Shoppe
Brand Focus:
Vitamins & Supplements
Seattle, Washington
2013 Stores: 500+


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.