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Jan 9, 2026 12:20 PM

Kroger Exits Online Wellness, Hands Vitacost To iHerb

Kroger Company (NYSE:KR) announced on Friday the sale of its online wellness unit, as it narrows its focus to grocery operations.

The retailer confirmed it transferred Vitacost.com to iHerb as part of a portfolio review.

Strategic Exit

Kroger closed the Vitacost transaction on January 8 after months of evaluating non-core business lines.

The company stated that the divestment supports a broader effort to streamline operations and enhance customer experiences.

Kroger aims to allocate capital toward food retail, supply chain enhancements, and in-store investments.

Ron Sargent, Kroger’s chairman and CEO, said the ...