Kroger Announces the Sale of Vitacost.com, Inc.

The Kroger Co. announced the sale of its subsidiary, Vitacost.com, Inc., an eCommerce retailer of health and wellness products, to iHerb. The transaction closed on Jan. 8.

“As we shared earlier this fiscal year, we are reviewing all non-core assets to determine their ongoing contribution and role within the company as we make progress on our key priorities: simplifying our organization, improving the customer experience, and focusing on Kroger’s core business,” said Ron Sargent, Kroger’s Chairman and CEO. “The sale of Vitacost is an important step in that process. We believe iHerb is well positioned to help Vitacost reach its full potential outside of Kroger, and we are working together to ensure a smooth transition for associates and customers.”

Kroger and iHerb have worked to ensure minimal disruptions for customers and associates.

“The acquisition of the Vitacost brand represents a strategic investment in a name long associated with quality, value, and trust among American health and wellness consumers,” said Emun Zabihi, Chief Executive Officer of iHerb. “Vitacost’s strong brand equity and established customer base complement iHerb’s global platform and capabilities, enabling us to further strengthen our leadership in the online health and wellness market.”

This transaction is not expected to impact the Company’s previously issued financial guidance for 2025. No additional financial terms were disclosed.