The Vitamin Shoppe has launched its first proprietary CBD products after first debuting the hemp-based products in its stores last year. CEO Sharon Leite said the product launch for the plnt and Vthrive brands “further establishes the Vitamin Shoppe as the trusted national destination for CBD innovation and as a leader in health and wellness solutions.”
The brands use CBD derived from U.S.-grown hemp.
In August of last year, the retailer also launched an online and in-store CBD HQ concept after the company experienced “robust interest” in CBD products, the company said in a press release.
“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. 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.” – Leite in a statement
The Vthrive tinctures come in three tiers of potency – from 15 milligrams to 55mg including peppermint and chocolate mint flavors. The plnt brand includes potencies from 10mg to 40mg in vanilla or unflavored.
The company said it plans to introduce a hemp oil line in states where CBD is prohibited.
The Vitamin Shoppe, a subsidiary of Franchise Group Inc., appears to be the first national wellness retailer to launch its own CBD line. Other national chains – such as Walgreens, CVS, Walmart, Kroger, and Family Video – started selling CBD products following the passage of the 2018 Farm Bill which legalized the cannabinoid.