Selecting supplements has always been a tall order. You have to ask yourself a host of questions: What potency do I need? Do organic ingredients matter? How many servings can I get for the best price? It’s almost too overwhelming. But, at Vitacost, we don’t want you to give up on your health that easily.

In order to simplify your supplement shopping, we’ve made a few changes to Vitacost® Brand products that will help you quickly identify the right nutritional formulas for you and your family. So what exactly is new?

Three Signature Brands

The first order of business was organizing the hundreds of Vitacost® Brand vitamins, herbs and nutritional supplements into three signature brands. You may recognize the Vitacost® brand as well as the Synergy® collection of formulas, but new to the lineup is ROOT². Here’s how each brand breaks down:

Vitacost®

This collection features the name you already know. More importantly, Vitacost® supplements are your high-quality foundational nutrients, so you can expect simple and straightforward formulas. No mess, no fuss - just pure nutrition. Among Vitacost® supplements, you’ll find vitamin D3 mini gels, CoQ10 and over 500 more ways to support your health.

Synergy®

Think of Synergy® as your next-level nutrition. These supplements feature clinically researched nutrients, higher potencies and superior ingredients, because you know exactly what your body needs - and deserves. Many of the Synergy® specialty items you can’t find in a big-box supplement store, including ubiquinol, Mega EFA and 200 other everyday essentials and goal-specific formulas.

ROOT²

There’s a reason this line is called “root squared.” These nutrition essentials are “rooted in science and rooted in nature.” Choosing ROOT² means choosing whole-food-based ingredients that are free of synthetics, with several organic, non-GMO, vegan and vegetarian options. ROOT² is nature’s most effective nourishment, backed by scientific research and featuring meticulously sourced, hand-selected herbal nutrients.

Color-Coded Labels

Within Vitacost® and Synergy® brands, you have the choice between two different paths: the blue label or the green label.

Blue label = your Everyday Essentials

As the name implies, Vitacost® and Synergy® Everyday Essentials are the nutrients you supplement on a daily basis - from multivitamins to probiotics.

Green label = your Targeted Wellness

Looking for more specific needs, such as ®heart health support^†? You’ll want the Vitacost® and Synergy® green labels, which are well-studied, proven formulas for your health concerns.

Easy-to-Read Icons

In addition to more clear-cut branding and color-coded labels, Vitacost® Brands have taken one giant leap to help make nourishing your body a simple, straightforward process. On all the signature brands, you’ll find customized icons to quickly identify which formulas are right for you.

Terry Papadopoulos, Vitacost Senior Manager of Product Development for Corporate Brands, explains, “The main goal [of the rebranding process] is to make choosing supplements easier for the customer. One way to do that is to make each product’s key attributes stand out. We feel these recognizable graphics represent those in the simplest way possible.” If the supplement is gluten-free, there’s an icon that says so. If the formula offers antioxidant support, you’ll see that on the front of the label, as well. Wondering if it’s easy to swallow? Yes, there’s an icon for that, too.

Potency, Purity and Pride

The icons help reinforce the concept that what’s on the label is what’s in the bottle - or what’s not (no thanks, gluten!). But one particular icon you’ll see on every bottle is the one that speaks to what happens long before the label is made. Though not new by practice, you will see and hear a lot more about our three Ps - Potency, Purity and Pride - which tell you everything that goes into sourcing our ingredients.

To formulate these high-quality supplements, our team of R&D nutritionists follow their nose. And by that, we mean they follow the research. For instance, the herbs and extracts selected for the ROOT² collection come from areas proven to provide optimal efficacy. That’s why you’ll often find clinically researched ingredients in these signature Vitacost® Brands. Whether you need soy-free vitamin D3 or vegan EPA & DHA, Vitacost® Brand supplements strive to deliver the most effective POTENCY without compromising the PURITY of ingredients. There’s a sense of PRIDE that goes into each formulation, and it’s backed by a promise: love your product or send it back - even if the bottle is empty.

Two Consumer Lab Awards

Everything Vitacost.com and Vitacost® Brands do is for our customers (that’s you!). And thanks to your generous feedback, Vitacost.com just won #1 Rated Internet /Catalog Brand Based on Customer Satisfaction from Consumer Lab. We’re also the 3-Time Winner of #1 Rated Online Supplement Merchant Based on Customer Satisfaction. These high marks are pure motivation to keep delivering what you deserve - healthy living at the best possible value.