The Vitamin Shoppe ‘launches’ new program
The Vitamin Shoppe Inc. is launching a new tool designed to bring innovative new CPG brands to market.
The company is rolling out a new vendor incubation program called Launchpad. According to the company, the program is designed to introduce emerging brands and innovative products to the company’s customers, demonstrating the retailer’s commitment to “incubating” the next industry innovators. The move from Vitamin Shoppe is consistent with the trend of many traditional retail and CPG firms innovating with smaller brands to remain competitive.
The announcement of the new program comes shortly after the company named a new Chief Executive Officer, former Godiva executive Sharon M. Leite, in July.
"We strive to bring only the best products to market and pride ourselves on our ability to identify brands that have the potential to become market leaders," says Dave Mock, Executive Vice President - Chief Merchandising and Marketing Officer at The Vitamin Shoppe. "As a trusted specialty wellness retailer, not only do we strive to bring the most innovative solutions to our customers but also provide guidance, resources, and support that will help empower our vendor partners to create quality supplements customers can trust."
Although the program just recently launched, the Vitamin Shoppe is not unfamiliar with finding new and emerging brands. The company has assisted in launching other health and wellness brands, such as Garden of Life, a nutritional supplement company and NeoCell, now known as No Cow, a collagen brand.
Brian Ray, Chief Executive Officer of Garden of Life said, "We have partnered with The Vitamin Shoppe over the years to help launch innovative products nationwide, and believe their Health Enthusiasts are the #1 resource for education and information. We're two amazing companies with a common goal of leading by example to deliver outstanding results."