The Vitamin Shoppe Launches “Next Step” Private Brand Weight Management

Next stepNorth Bergen, New Jersey-based The Vitamin Shoppeannounced today the further expansion of its Private Brand portfolio with the introduction of Next Step, a new weight management line that can be personalized to wherever an individual is on their health and wellness journey. Next Step offers a wide variety of products that truly meet personal needs and busy schedules, and promote healthy weight management. Next Step is based on clinically-studied ingredients, not the fad of the moment.

“Accelerating and developing innovative private label lines is an important initiative for the Vitamin Shoppe and we are very pleased with the progress we have made to date,” said Tony Truesdale, Chief Executive Officer, the Vitamin Shoppe. “Over the past two years we have introduced 5 sub-brands, True Athlete, MyTrition, plnt, ProBioCare and the latest, Next Step, which is one of our most ambitious lines to date with 25 SKUs.”

Further commenting on the launch of Next Step, Michael Martin, Category Manager, the Vitamin Shoppe, stated, “The Next Step line offers our customers a customizable weight management solution for wherever they are on their wellness journeys. We have developed delicious meal replacement shakes, high-quality supplements that help boost metabolism and control appetite, healthy alternatives to the sugar and fats that you find in your kitchen and are also introducing fitness accessories that can be easily incorporated into any exercise program.”

Next Step is about finding the right combination of healthy diet and exercise that works best for each customer. Each product in the line is designed to address specific “wants.” A customer who wants a leaner body would try Next Step products containing clinically-studied Tonalin CLA, which helps reduce body fat and maintain lean muscle. An individual who wants an on-the-go healthy meal would try a Next Step Fit N’ Full Shake. For those who want to cook healthier, Next Step has organic, non-GMO Coconut Oil.

Next Step will begin rolling into the Vitamin Shoppe stores nationwide this week and products will continue arriving throughout the coming months with the full line available in early May.

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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.