Kroger Announces the Sale of Vitacost.com, Inc.

Core Insights - The Kroger Co. has finalized the sale of its subsidiary, Vitacost.com, Inc., to iHerb, with the transaction closing on January 8, 2026 [1] - This sale is part of Kroger's strategy to review non-core assets and focus on its key priorities, including simplifying the organization and enhancing customer experience [2] - iHerb views the acquisition of Vitacost as a strategic investment that will enhance its leadership in the online health and wellness market, leveraging Vitacost's brand equity and established customer base [3] Company Overview - Kroger operates with over 400,000 associates and serves more than 11 million customers daily through various retail and eCommerce platforms [5] - iHerb is a leading online retailer in health and wellness products, serving 14 million active customers across 180 countries, supported by a global workforce of 3,000 [6]