In an effort to expand online and develop e-commerce, American-based supermarket Kroger has purchased online vitamin brand Vitacost.com for US$280 million. The deal follows Kroger purchasing the Harris Teeter supermarket chain the previous year.
“This merger is in line with our growth strategy to enter new markets and new channels, and, along with Harris Teeter’s online order and pickup service, accelerates our efforts to provide customers with even more ways to shop,” Kroger CEO Rodney McMullen said in a press statement. “Vitacost.com’s core focus on healthy living products is complementary to our fast-growing natural foods business.”
Florida-based Vitacost.com offers 45,000 products of minerals, herbs, supplements, and organic foods that are also available for Canadian consumers to order online, along with 160 other countries. The highest demand for Vitacost products is in China, Australia, Brazil and Canada.
