The Vitamin Shoppe rolls out 2 CBD house brands

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The Vitamin Shoppe rolls out 2 CBD house brands

By David Salazar - 11/17/2020

The Vitamin Shoppe is tossing its hat into the CBD ring. The specialty retailer has debuted two lines of private label CBD products under its Vthrive The Vitamin Shoppe and plnt brands. 

The Vitamin Shoppe, based in Secaucus, N.J., said the products were developed to meet growing demand for accessible, quality CBD from trusted sources. The products include tinctures and capsule formulas, available exclusively at The Vitamin Shoppe and Super Supplement stores, as well as the retailer’s website. 

"Bringing these new CBD products to market is a decisive milestone in the expansion of our private brands business and The Vitamin Shoppe's commitment to industry-leading innovation,” said Sharon Leite, CEO of The Vitamin Shoppe. “The exceptional skill and knowledge of our product development and scientific and regulatory teams delivered a range of CBD formulas that are second to none in this dynamic product category. Our ingredient purity, unique CBD extraction methods, and rigorous testing guarantees the highest level of quality from farm to lab to shelf. This launch further establishes The Vitamin Shoppe as the trusted national destination for CBD innovation and as a leader in health-and-wellness solutions.”

The private-label products will be sold alongside more than 20 other brands in The Vitamin Shoppe’s recently launched CBD HQ section, which offers an assortment of CBD formulations — from tinctures and capsules to gummies and beverages, as well as beauty products and topical CBD. CBD HQ has rolled out to 582 Vitamin Shoppe and Super Supplement stores, with another 143 offering a CBD selection of topical and beauty products. 

The plnt and Vthrive The Vitamin Shoppe CBD lines offer three tiers of potency and blends that are focused on offering need-state solutions. The products range in price from $24.99 to $69.99 depending on potency and added therapeutic ingredients. 

The Vthrive The Vitamin Shoppe line is meant to offer a premium selection of broad-spectrum CBD products using clean ingredients. The line includes stand-alone CBD oil in tinctures and veggie capsules, as well as blends meant to help users meet specific wellness goals. Tinctures are available in peppermint, chocolate mint and unflavored varieties and in potencies of 15 mg, 35 mg and 55 mg per serving. The capsules offer the same three levels of potency. As for the solution-focused blends, each contains 35 mg of CBD per serving in liquid capsules. The blends include:

  • Vthrive The Vitamin Shoppe CBD + Sleep blend, with melatonin, Venetron and GABA to support relaxation, sleep quality and antioxidant support;
  • Vthrive The Vitamin Shoppe CBD + Stress blend with Zembrin, Sensoril and ashwagandha to manage stress and support focus, energy and mood; and
  • Vthrive The Vitamin Shoppe CBD + Inflammation blend, with CurcuWin and ApresFlex to support joints, flexibility and mobility, as well as exercise recovery. 

The plnt brand also contains full-spectrum CBD extract, and products are free of synthetic ingredients and preservatives, as well as artificial colors, flavors and sweeteners. Plnt tinctures are sold in potencies of 10 mg, 20 mg and 40 mg of CBD per serving in vanilla and unflavored varieties. The plnt vegetarian liquid capsules offer 10 mg, 20 mg and 35 mg of CBD per serving. Condition-specific formulas include:

  • plnt CBD + Organic Turmeric for cardiovascular, antioxidant, and joint support;
  • plnt CBD + Organic Valerian and California Poppy for sleep and relaxation support;
  • plnt CBD + Organic Ashwagandha for stress management, energy, and vitality support; and
  • plnt CBD + Organic Black Seed Oil for cellular and immune support. 

All are available as tinctures and capsules except the black seed oil blend. 

The Vitamin Shoppe said that in states where CBD prohibited by state or local regulations, it would introduce a line of eight hemp oil products with phytocannabinoids that will have similar formulas and potencies to the plnt CBD line.