The Vitamin Shoppe Launches Vthrive Private Brand

Offering high-potency wellness solutions, the entire Vthrive The Vitamin Shoppe brand is free of artificial colors, flavors, or sweeteners. Each of the vitamin, mineral, and supplement formulas contain no magnesium stearate, stearic acid, or titanium dioxide. The 14 essential oils are made from 100% pure, USDA-certified organic oils.

Vthrive The Vitamin Shoppe brand encompasses a broad assortment of products, including multivitamins, fish oils, whey proteins, joint support, testosterone support, and essential oils.

Sharon Leite, Chief Executive Officer of The Vitamin Shoppe

Sharon Leite, Chief Executive Officer of The Vitamin Shoppe, commented: “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. 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.”

As one of The Vitamin Shoppe’s proprietary brands, consumers can feel confident that all Vthrive The Vitamin Shoppe brand products meet or exceed industry quality standards. Every product from The Vitamin Shoppe family of brands is put through 320 rigorous quality assurance steps, and ingredient purity and potency are verified by independent, third-party labs.

The Vitamin Shoppe announced last week the launch of Vthrive The Vitamin Shoppe private brand premium vitamins, minerals, supplements, and essential oils for wellness consumers seeking simply clean formulas with the highest quality ingredients.  

The Vthrive The Vitamin Shoppe brand includes the following products:

  • Activeflex One
  • Activeflex Plus
  • Advanced Keratin for hair/skin/nails
  • Bioactive B-Complex
  • Bioactive Multi Men’s Once Daily
  • Bioactive Multi Women’s Once Daily
  • Bioactive Multi Men’s 45+ Once Daily
  • Bioactive Multi Women’s 45+ Once Daily
  • DHA
  • DHA Mini
  • DHA + Phosphatidylserine
  • Premium Omega-3 Fish Oil
  • Omega 3 Fish Oil + CoQ10
  • Omega 3 Fish Oil + Lutemax 2020
  • Premium Wild Alaskan Fish Oil
  • Ultimate Man T-Advanced testosterone support
  • Grass-Fed Whey Protein
  • USDA Certified Organic Essential Oils, available in 14 scents
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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.