30/07/2010 13:00:00

Vitacost.com, Inc. Announces Preliminary Second Quarter Revenue and Earnings Per Share Results

Vitacost.com, Inc. (NASDAQ: VITC), a leading online retailer and direct

marketer of health and wellness products, today reported preliminary

financial results for the second quarter ended June 30, 2010.

For the second quarter of 2010, the Company estimates net sales to be

approximately $54.0 million, a 14% increase compared to the $47.3

million of net sales reported in the second quarter of 2009 and a 6%

sequential decline from the $57.2 million of net sales reported in the

first quarter of 2010. Revenue is expected to fall below the Company’s

prior revenue guidance of $57.2 to $58.2 million. Revenue was impacted

by weaker than expected demand, as well as the continuation of

manufacturing logistics issues previously disclosed by the Company in

the first quarter of 2010.

For the second quarter of 2010, the Company expects to realize a loss

per share in the range of $0.04 to $0.06, compared to earnings per share

of $0.15 for the second quarter of 2009 and compared to earnings per

share of $0.09 in the first quarter of 2010. Second quarter results

include estimated transaction expenses associated with the Company’s

contested proxy solicitation and other non-recurring items. The

Company’s previously announced guidance for the second quarter was for

earnings per share in the range of $0.09 to $0.10. The earnings

shortfall was primarily attributable to lower gross margins due to a

higher than expected percentage of sales derived from lower margin third

party products and higher than expected shipping costs; and negative

leverage with higher than expected operating costs off of a lower sales

base.

All figures in this release remain subject to the completion of normal

quarter-end accounting procedures and adjustments, which could result in

changes to these preliminary results.

The new Board of Directors, formed on July 21, 2010, is conducting a

review of operations to identify and introduce changes to the Company’s

business plan and operating strategy as are necessary to improve the

Company’s financial performance.

Second Quarter 2010 Earnings Reporting Date and Conference Call

The Company will announce second quarter 2010 earnings results on

Monday, August 16, 2010. The Company will also host a conference call to

discuss these results and will provide additional comments and details

at that time.

The conference call is scheduled to begin at 5:00 p.m. EDT on Monday,

August 16, 2010. The call will be broadcast live over the Internet

hosted on the Investor Relations section of Vitacost.com's website at www.vitacost.com,

and will be archived online through August 30, 2010. In addition, you

may dial (877) 407-0789 to listen to the live broadcast.

A telephonic playback will be available from 8:00 p.m. EDT, August 16,

2010, through August 30, 2010. Participants can dial (877) 660-6853 to

hear the playback. The account number is 3055 and the pass code is

354683.

About Vitacost.com, Inc.

Vitacost.com, Inc. (NASDAQ: VITC) is a leading online retailer and

direct marketer of health and wellness products, including dietary

supplements such as vitamins, minerals, herbs or other botanicals, amino

acids and metabolites, as well as cosmetics, organic body and personal

care products, sports nutrition and health foods. Vitacost.com, Inc.

sells these products directly to consumers through its website, www.vitacost.com,

as well as through its catalogs. Vitacost.com, Inc. strives to offer its

customers the broadest product selection of healthy living products,

while providing superior customer service and timely and accurate

delivery.

Forward-Looking Statements

Except for historical information contained herein, the statements in

this release are forward-looking and made pursuant to the safe harbor

provisions of the Private Securities Litigation Reform Act of 1995.

Forward-looking statements made herein, which include management's

expected results of operations for the second quarter of 2010, and the

full year of 2010, involve known and unknown risks and uncertainties,

which may cause Vitacost's actual results in current or future periods

to differ materially from forecasted results. Those risks and

uncertainties include, among other things, the current global economic

downturn or recession; difficulty expanding its manufacturing and

distribution facilities; significant competition in its industry;

unfavorable publicity or consumer perception of its products on the

Internet; the incurrence of material product liability and product

recall costs; Inability to defend intellectual property claims; costs of

compliance and its failure to comply with government regulations; its

failure to keep pace with the demands of our customers for new products;

disruptions in its manufacturing system, including information

technology systems, or losses of manufacturing certifications; and the

lack of long-term experience with human consumption of some of its

products with innovative ingredients. Those and other risks are more

fully described in Vitacost's filings with the Securities and Exchange

Commission, including the Registration Statement on Form S-1, as

amended, filed in connection with the Company's initial public offering

as well as the Company's form 10-K filed for the fiscal year ended

December 31, 2009.

Investor Contact:

Vitacost.com

Kathleen Reed

Director of

Investor Relations

561-982-4180

or

ICR, Inc

John

Mills

Senior Managing Director

310-954-1105

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