| FORM 10-Q |
|-----------|

|   | x | QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 |
|--------|---|-----------------------------------------------------------------------------------------|

|   |  ̈ | TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 |
|--------|--------|------------------------------------------------------------------------------------------|

| VITACOST.COM, INC.(Exact Name of Registrant as Specified in Its Charter) |
|--------------------------------------------------------------------------|

| Delaware                                                      |   | 37-1333024                          |
|---------------------------------------------------------------|--------|-------------------------------------|
| (State or Other Jurisdiction ofIncorporation or Organization) |   | (I.R.S. EmployerIdentification No.) |
|                                                          |   |                                |
| 5400 Broken Sound Blvd. - NW, Suite 500, Boca Raton, FL       |   | 33487                               |
| (Address of Principal Executive Offices)                      |   | (Zip Code)                          |

| Large accelerated filer  ̈ | Accelerated filer x              |
|--------------------------------|----------------------------------|
|                           |                             |
| Non-accelerated filer  ̈   | Smaller reporting company  ̈ |

----

|     |                                                                                        |   | Page                 |
|----------|---------------------------------------------------------------------------------------------|--------|----------------------|
|     |                                                                                        |   |       |
| PART I.  | FINANCIAL INFORMATION                                                                       |   | 1                    |
| ITEM 1.  | FINANCIAL STATEMENTS                                                                        |   | 1                    |
| ITEM 2.  | MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS |   | 10                   |
| ITEM 3.  | QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK                                  |   | 14                   |
| ITEM 4.  | CONTROLS AND PROCEDURES                                                                     |   | 14                   |
|     |                                                                                        |   |                 |
| PART II. | OTHER INFORMATION                                                                           |   | 15                   |
| ITEM 1.  | LEGAL PROCEEDINGS                                                                           |   | 15                   |
| ITEM 1A. | RISK FACTORS                                                                                |   | 15                   |
| ITEM 2.  | UNREGISTERED SALES OF EQUITY SECURITIES AND USE OF PROCEEDS                                 |   | 15                   |
| ITEM 3.  | DEFAULTS UPON SENIOR SECURITIES                                                             |   | 15                   |
| ITEM 4.  | [REMOVED AND RESERVED.]                                                                     |   | 15                   |
| ITEM 5.  | OTHER INFORMATION                                                                           |   | 15                   |
| ITEM 6.  | EXHIBITS                                                                                    |   | 16                   |

----

|  PART I. | FINANCIAL INFORMATION |
|---------------|-----------------------|

| ITEM 1. | FINANCIAL STATEMENTS |
|---------|----------------------|

|                                                                                                                                             |   | As of         |        |
|--------------------------------------------------------------------------------------------------------------------------------------------------|--------|---------------|-------------|
| Assets                                                                                                                                           |   | June 30, 2011 |        |   | December 31, 2010 |   |
| Current Assets                                                                                                                                   |   |          |        |   |   |   |
|      Cash and cash equivalents                                                                                          |   | $             | 16,282,051  |   |   | $ | 11,951,643 |   |
|      Securities available-for-sale                                                                                      |   |          | -           |   |   |   | 10,912,392 |   |
|      Accounts receivable, net                                                                                           |   |          | 1,467,237   |   |   |   | 440,033 |   |
|      Other receivables                                                                                                  |   |          | 243,413     |   |   |   | 1,087,311 |   |
|      Inventory                                                                                                          |   |          | 31,922,727  |   |   |   | 29,827,929 |   |
|      Prepaid expenses                                                                                                   |   |          | 1,941,907   |   |   |   | 1,361,230 |   |
|      Other assets                                                                                                       |   |          | 2,661,045   |   |   |   | 3,553,089 |   |
|              Total current assets                                               |   |          | 54,518,380  |   |   |   | 59,133,627 |   |
|                                                                                                                                             |   |          |        |   |   |   |   |   |
| Property and equipment, net                                                                                                                      |   |          | 36,922,325  |   |   |   | 38,011,314 |   |
| Goodwill                                                                                                                                         |   |          | 2,200,000   |   |   |   | 2,200,000 |   |
| Intangible assets, net                                                                                                                           |   |          | 2,698       |   |   |   | 4,946 |   |
| Deposits                                                                                                                                         |   |          | 271,254     |   |   |   | 114,308 |   |
|              Total assets                                                       |   | $             | 93,914,657  |   |   | $ | 99,464,195 |   |
|                                                                                                                                             |   |          |        |   |   |   |   |   |
| Liability and Stockholders' Equity                                                                                                               |   |          |        |   |   |   |   |   |
| Current Liabilities                                                                                                                              |   |          |        |   |   |   |   |   |
|      Current maturities of notes payable                                                                                |   | $             | -           |   |   | $ | 58,888 |   |
|      Accounts payable                                                                                                   |   |          | 26,278,433  |   |   |   | 23,892,044 |   |
|      Deferred revenue                                                                                                   |   |          | 2,907,032   |   |   |   | 2,134,305 |   |
|      Accrued expenses                                                                                                   |   |          | 7,531,698   |   |   |   | 10,671,865 |   |
|             Total current liabilities                                                |   |          | 36,717,163  |   |   |   | 36,757,102 |   |
|                                                                                                                                             |   |          |        |   |   |   |   |   |
| Deferred tax liability                                                                                                                           |   |          | 547,678     |   |   |   | 521,389 |   |
|             Total liabilities                                                        |   | $             | 37,264,841  |   |   | $ | 37,278,491 |   |
|                                                                                                                                             |   |          |        |   |   |   |   |   |
| Commitments and contingencies                                                                                                                    |   |          |        |   |   |   |   |   |
|                                                                                                                                             |   |          |        |   |   |   |   |   |
| Stockholders' Equity                                                                                                                             |   |          |        |   |   |   |   |   |
|       Preferred stock, par value $.00001 per share; authorized 25,000,000;                                         |   |          |        |   |   |   |   |   |
|           no shares issued and outstanding at                                                  |   |          |        |   |   |   |   |   |
|           June 30, 2011 and December 31, 2010, respectively                                    |   |          | -           |   |   |   | - |   |
|       Common stock, par value $.00001 per share; authorized 100,000,000;                                           |   |          |        |   |   |   |   |   |
|           27,790,953 and 27,780,453 shares issued and outstanding at                           |   |          |        |   |   |   |   |   |
|           June 30, 2011 and December 31, 2010, respectively                                    |   |          | 278         |   |   |   | 278 |   |
|       Additional paid-in capital                                                                                   |   |          | 75,196,017  |   |   |   | 74,829,972 |   |
|       Accumulated other comprehensive loss                                                                         |   |          | -           |   |   |   | (20,207 | ) |
|       Accumulated deficit                                                                                          |   |          | (18,546,479 | ) |   |   | (12,624,339 | ) |
|            Total stockholders' equity                                                     |   |          | 56,649,816  |   |   |   | 62,185,704 |   |
|                  Total liabilities and stockholders' equity |   | $             | 93,914,657  |   |   | $ | 99,464,195 |   |

----

|                                               |   | For the Three Months Ended |       |   | For the Six Months Ended |   |
|----------------------------------------------------|--------|---------------------------------|------------|--------|-------------------------------|--------|
|                                               |   | June 30,                        |       |   | June 30,                      |   |
|                                               |   | 2011                            |       |   | 2010                          |   |   | 2011 |   |   | 2010 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |
| Net sales                                          |   | $                               | 65,891,237 |   |                          | $      | 53,951,899 |   |   | $ | 129,653,315 |   |   | $ | 111,128,043 |   |
| Cost of goods sold                                 |   |                            | 51,418,616 |   |                          |   | 39,983,123 |   |   |   | 99,813,880 |   |   |   | 81,050,000 |   |
| Gross profit                                       |   |                            | 14,472,621 |   |                          |   | 13,968,776 |   |   |   | 29,839,435 |   |   |   | 30,078,043 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Operating expenses:                                |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Fulfillment                                        |   |                            | 5,094,700  |   |                          |   | 4,394,844 |   |   |   | 10,036,092 |   |   |   | 8,085,222 |   |
| Sales and marketing                                |   |                            | 5,236,919  |   |                          |   | 5,130,997 |   |   |   | 10,376,292 |   |   |   | 8,877,474 |   |
| General and administrative                         |   |                            | 7,807,531  |   |                          |   | 6,442,961 |   |   |   | 15,292,949 |   |   |   | 11,326,912 |   |
|                                               |   |                            | 18,139,150 |   |                          |   | 15,968,802 |   |   |   | 35,705,333 |   |   |   | 28,289,608 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Operating (loss) income                            |   |                            | (3,666,529 | )      |                          |   | (2,000,026 | ) |   |   | (5,865,898 | ) |   |   | 1,788,435 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Other income (expense):                            |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Interest income                                    |   |                            | 7,727      |   |                          |   | 32,360 |   |   |   | 22,606 |   |   |   | 60,869 |   |
| Interest expense                                   |   |                            | (241       | )      |                          |   | (150,136 | ) |   |   | (2,715 | ) |   |   | (277,256 | ) |
| Other income                                       |   |                            | 3,450      |   |                          |   | 4,482 |   |   |   | 5,353 |   |   |   | 16,079 |   |
|                                               |   |                            | 10,936     |   |                          |   | (113,294 | ) |   |   | 25,244 |   |   |   | (200,308 | ) |
| (Loss) income before income taxes                  |   |                            | (3,655,593 | )      |                          |   | (2,113,320 | ) |   |   | (5,840,654 | ) |   |   | 1,588,127 |   |
| Income tax (expense) benefit                       |   |                            | (44,048    | )      |                          |   | 692,060 |   |   |   | (81,486 | ) |   |   | (504,063 | ) |
| Net (loss) income                                  |   | $                               | (3,699,641 | )      |                          | $      | (1,421,260 | ) |   | $ | (5,922,140 | ) |   | $ | 1,084,064 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Basic per share information:                       |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Net (loss) income available to common stockholders |   | $                               | (0.13      | )      |                          | $      | (0.05 | ) |   | $ | (0.21 | ) |   | $ | 0.04 |   |
| Weighted average shares outstanding                |   |                            | 27,790,491 |   |                          |   | 27,730,690 |   |   |   | 27,790,251 |   |   |   | 27,642,960 |   |
|                                               |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Diluted per share information:                     |   |                            |       |   |                          |   |   |   |   |   |   |   |   |   |   |   |
| Net (loss) income available to common stockholders |   | $                               | (0.13      | )      |                          | $      | (0.05 | ) |   | $ | (0.21 | ) |   | $ | 0.04 |   |
| Weighted average shares outstanding                |   |                            | 27,790,491 |   |                          |   | 27,730,690 |   |   |   | 27,790,251 |   |   |   | 28,448,891 |   |

----

|                                             |   |         |       |   |    |   |   | Additional    |   |   | Accumulated Other |   |   |    |    |   |   |   |
|--------------------------------------------------|--------|--------------|------------|--------|---------|--------|--------|---------------|--------|--------|-------------------|--------|--------|---------|---------|--------|--------|--------|
|                                             |   | Common Stock |       |   | Paid-In |   |   | Comprehensive |   |   | Accumulated       |   |   |    |    |
|                                             |   | Shares       |       |   | Amount  |   |   | Capital       |   |   | Income            |   |   | Deficit |    |   | Total  |   |
| Balance, December 31, 2010                       |   |         | 27,780,453 |   |    | $      | 278    |          |   | $      | 74,829,972        |   |   | $       | (20,207 | )      |   | $      | (12,624,339 | ) |   | $ | 62,185,704 |   |
| Comprehensive income:                            |   |         |       |   |    |   |   |          |   |   |              |   |   |    |    |   |   |   |   |   |   |   | - |   |
| Net loss                                         |   |         | -          |   |    |   | -      |          |   |   | -                 |   |   |    | -       |   |   |   | (5,922,140 | ) |   |   | (5,922,140 | ) |
| Unrealized gain related to                       |   |         |       |   |    |   |   |          |   |   |              |   |   |    |    |   |   |   |   |   |   |   | - |   |
| securities available-for-sale                    |   |         | -          |   |    |   | -      |          |   |   | -                 |   |   |    | 20,207  |   |   |   | - |   |   |   | 20,207 |   |
|      Comprehensive loss |   |         |       |   |    |   |   |          |   |   |              |   |   |    |    |   |   |   |   |   |   |   | (5,901,933 | ) |
| Stock options exercised                          |   |         | 10,500     |   |    |   | -      |          |   |   | 3,122             |   |   |    | -       |   |   |   | - |   |   |   | 3,122 |   |
| Stock-based compensation                         |   |         |       |   |    |   |   |          |   |   |              |   |   |    |    |   |   |   |   |   |   |   |   |   |
| expense                                          |   |         | -          |   |    |   | -      |          |   |   | 342,726           |   |   |    | -       |   |   |   | - |   |   |   | 342,726 |   |
| Income tax benefit from stock                    |   |         |       |   |    |   |   |          |   |   |              |   |   |    |    |   |   |   |   |   |   |   |   |   |
| options exercised                                |   |         | -          |   |    |   | -      |          |   |   | 20,197            |   |   |    | -       |   |   |   | - |   |   |   | 20,197 |   |
| Balance, June 30, 2011                           |   |         | 27,790,953 |   |    | $      | 278    |          |   | $      | 75,196,017        |   |   | $       | -       |   |   | $      | (18,546,479 | ) |   | $ | 56,649,816 |   |

----

|                                                                   |   | For the Six Months Ended June 30, |       |
|------------------------------------------------------------------------|--------|-----------------------------------|------------|
|                                                                   |   | 2011                              |       |   | 2010 |   |
| Cash Flows From Operating Activities                                   |   |                              |       |   |   |   |
| Net (loss) income                                                      |   | $                                 | (5,922,140 | ) |   | $ | 1,084,064 |   |
| Adjustments to reconcile net (loss) income to net cash                 |   |                              |       |   |   |   |   |   |
|  (used in) provided by operating activities:                      |   |                              |       |   |   |   |   |   |
| Depreciation                                                           |   |                              | 3,023,405  |   |   |   | 2,403,344 |   |
| Amortization of intangibles                                            |   |                              | 2,248      |   |   |   | 2,250 |   |
| Amortization of premium on debt securities available-for-sale          |   |                              | 72,016     |   |   |   | 334,631 |   |
| Realized  gain on the sale of securities available-for-sale  |   |                              | (779       | ) |   |   | - |   |
| Change in fair value of interest rate swap                             |   |                              | -          |   |   |   | 48,475 |   |
| Stock-based compensation expense                                       |   |                              | 342,726    |   |   |   | 349,473 |   |
| Deferred taxes                                                         |   |                              | 26,289     |   |   |   | 83,970 |   |
| Loss on disposition of property and equipment and other assets         |   |                              | 32,323     |   |   |   | - |   |
| Changes in assets and liabilities:                                     |   |                              |       |   |   |   |   |   |
| (Increase) decrease in:                                                |   |                              |       |   |   |   |   |   |
| Accounts receivable                                                    |   |                              | (1,027,204 | ) |   |   | (115,210 | ) |
| Other receivables                                                      |   |                              | 843,898    |   |   |   | (52,369 | ) |
| Inventory                                                              |   |                              | (2,094,798 | ) |   |   | (2,506,179 | ) |
| Prepaid expenses                                                       |   |                              | (580,677   | ) |   |   | (827,892 | ) |
| Other assets                                                           |   |                              | 892,044    |   |   |   | - |   |
| Increase (decrease) in:                                                |   |                              |       |   |   |   |   |   |
| Accounts payable                                                       |   |                              | 2,386,389  |   |   |   | 5,922,578 |   |
| Deferred revenue                                                       |   |                              | 772,727    |   |   |   | (1,164,891 | ) |
| Accrued expenses                                                       |   |                              | (3,140,167 | ) |   |   | 1,915,614 |   |
| Income taxes payable                                                   |   |                              | -          |   |   |   | (51,221 | ) |
| Net cash (used in) provided by operating activities                    |   |                              | (4,371,700 | ) |   |   | 7,426,637 |   |
| Cash Flows From Investing Activities                                   |   |                              |       |   |   |   |   |   |
| Proceeds from disposition of property, equipment and intangible assets |   |                              | -          |   |   |   | 14,057 |   |
| Payments for the purchase of property and equipment                    |   |                              | (1,966,738 | ) |   |   | (9,928,862 | ) |
| Decrease (increase) in deposits                                        |   |                              | (156,946   | ) |   |   | 83,685 |   |
| Purchases of securities available-for-sale                             |   |                              | -          |   |   |   | (12,022,343 | ) |
| Proceeds from maturities of securities available-for-sale              |   |                              | 10,861,362 |   |   |   | 12,305,000 |   |
| Net cash provided by (used in) investing activities                    |   |                              | 8,737,678  |   |   |   | (9,548,463 | ) |
| Cash Flows From Financing Activities                                   |   |                              |       |   |   |   |   |   |
| Principal payments on notes payable                                    |   |                              | (58,888    | ) |   |   | (548,790 | ) |
| Net repayments on line of credit                                       |   |                              | -          |   |   |   | (2,136,108 | ) |
| Repayments on capital lease obligation                                 |   |                              | -          |   |   |   | (30,517 | ) |
| Proceeds from the exercise of stock options                            |   |                              | 3,122      |   |   |   | 847,117 |   |
| Tax benefit from stock based compensation                              |   |                              | 20,197     |   |   |   | 532,724 |   |
| Net cash used in financing activities                                  |   |                              | (35,569    | ) |   |   | (1,335,574 | ) |
| Net increase (decrease) in cash and cash equivalents                   |   |                              | 4,330,408  |   |   |   | (3,457,400 | ) |
| Cash and cash equivalents:                                             |   |                              |       |   |   |   |   |   |
| Beginning of period                                                    |   |                              | 11,951,643 |   |   |   | 8,658,157 |   |
| Ending of period                                                       |   | $                                 | 16,282,051 |   |   | $ | 5,200,757 |   |

----

|                                                                |   | For the Six Months Ended June 30, |   |
|---------------------------------------------------------------------|--------|-----------------------------------|--------|
|                                                                |   | 2011                              |   |   | 2010 |   |
| Supplemental Disclosures of Cash Flow Information                   |   |                              |   |   |   |   |
| Cash payments for:                                                  |   |                              |   |   |   |   |
| Interest                                                            |   | $                                 | 2,715  |   |   | $ | 228,781 |   |
| Income taxes                                                        |   | $                                 | -      |   |   | $ | 1,422,025 |   |
|                                                                |   |                              |   |   |   |   |   |   |
| Supplemental Schedule of Noncash Investing and Financing Activities |   |                              |   |   |   |   |   |   |
| Equipment purchased not yet paid                                    |   | $                                 | -      |   |   | $ | 2,203,439 |   |
| Application of deposits towards purchases of equipment              |   | $                                 | -      |   |   | $ | 4,380,875 |   |

----

|                                                |   | December 31, 2010            |       |   | March 31, 2011               |   |
|-----------------------------------------------------|--------|------------------------------|------------|--------|------------------------------|--------|
|                                                |   | As previously reported  |       |   | Adjustment                   |   | As revised |   |   | As previously reported |   | Adjustment |   | As revised |   |
| Cash and cash equivalents                           |   |                         | 14,592,803 |   |                         |   | (2,641,160 | ) |   | 11,951,643 |   |   |   | 14,451,133 |   |   |   | (3,551,819 | ) |   |   | 10,899,314 |   |
| Accounts payable                                    |   |                         | 26,533,204 |   |                         |   | (2,641,160 | ) |   | 23,892,044 |   |   |   | 24,095,798 |   |   | (3,551,819 | ) |   | 20,543,979 |   |
|                                                |   |                         |       |   |                         |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|                                                |   | Year ended December 31, 2010 |       |   | Quarter ended March 31, 2011 |   |
|                                                |   | As reported                  |       |   | Adjustment                   |   | As revised |   |   | As reported |   | Adjustment |   | As revised |   |
| Increase (decrease) in accounts payable             |   |                         | 8,480,709  |   |                         |   | (2,641,160 | ) |   |   | 5,839,549 |   |   |   | (2,437,406 | ) |   |   | (910,659 | ) |   |   | (3,348,065 | ) |
| Net cash provided by (used in) operating activities |   |                         | 6,701,197  |   |                         |   | (2,641,160 | ) |   |   | 4,060,037 |   |   |   | (608,214 | ) |   | (910,659 | ) |   | (1,518,873 | ) |

|                                                      |   | Three Months Ended June 30, |       |   | Six Months Ended June 30, |   |
|-----------------------------------------------------------|--------|-----------------------------|------------|--------|---------------------------|--------|
|                                                      |   | 2011                        |       |   | 2010                      |   |   | 2011 |   |   | 2010 |   |
| Weighted-average shares outstanding - basic     |   |                        | 27,790,491 |   |                      |   | 27,730,690 |   |   |   | 27,790,251 |   |   |   | 27,642,960 |   |
| Effect of dilutive securities                             |   |                        | -          |   |                      |   | - |   |   |   | - |   |   |   | 805,931 |   |
| Weighted-average shares outstanding - diluted   |   |                        | 27,790,491 |   |                      |   | 27,730,690 |   |   |   | 27,790,251 |   |   |   | 28,448,891 |   |

----

|                                           |   | Three Months Ended June 30, |      |   | Six Months Ended June 30, |   |
|------------------------------------------------|--------|-----------------------------|-----------|--------|---------------------------|--------|
|                                           |   | 2011                        |      |   | 2010                      |   |   | 2011 |   |   | 2010 |   |
| Antidilutive common stock equivalents excluded |   |                        |      |   |                      |   |   |   |   |   |   |   |
|  from diluted earnings per share     |   |                        | 2,634,322 |   |                      |   | 1,354,833 |   |   |   | 2,634,322 |   |   |   | 481,000 |   |

----

|            |   | June 30, |       |   | December 31, |   |
|-----------------|--------|----------|------------|--------|--------------|--------|
|            |   | 2011     |       |   | 2010         |   |
| Raw materials   |   | $        | 4,119,147  |   |         | $      | 2,898,955 |   |
| Work in process |   |     | 3,122,402  |   |         |   | 4,585,946 |   |
| Finished goods  |   |     | 24,681,177 |   |         |   | 22,343,028 |   |
|            |   | $        | 31,922,727 |   |         | $      | 29,827,929 |   |

|                                |   | June 30, |        |   | December 31, |   |
|-------------------------------------|--------|----------|-------------|--------|--------------|--------|
|                                |   | 2011     |        |   | 2010         |   |
| Buildings and building improvements |   | $        | 12,266,790  |   |         | $      | 8,072,716 |   |
| Furniture, fixtures and equipment   |   |     | 20,630,751  |   |         |   | 20,830,220 |   |
| Computers                           |   |     | 2,548,647   |   |         |   | 2,334,427 |   |
| Software                            |   |     | 7,093,358   |   |         |   | 5,836,948 |   |
| Leasehold improvements              |   |     | 2,589,568   |   |         |   | 2,379,597 |   |
| Land                                |   |     | 460,000     |   |         |   | 460,000 |   |
|                                |   |     | 45,589,114  |   |         |   | 39,913,908 |   |
| Less accumulated depreciation       |   |     | (12,415,285 | )      |         |   | (10,488,361 | ) |
|                                |   |     | 33,173,829  |   |         |   | 29,425,547 |   |
| Construction-in-progress            |   |     | 3,748,496   |   |         |   | 8,585,767 |   |
|                                |   | $        | 36,922,325  |   |         | $      | 38,011,314 |   |

----

|                               |   | 2011   |      |   | 2010      |   |
|------------------------------------|--------|--------|-----------|--------|-----------|--------|
|                               |   |   |      |   | Weighted- |   |   |   |   |   | Weighted- |   |
|                               |   |   |      |   | Average   |   |   |   |   |   | Average |   |
|                               |   |   |      |   | Exercise  |   |   |   |   |   | Exercise |   |
|                               |   | Shares |      |   | Price     |   |   | Shares |   |   | Price |   |
| Outstanding at beginning of period |   |   | 2,717,530 |   |      | $      | 6.42 |   |   |   | 2,745,880 |   |   | $ | 5.67 |   |
| Granted                            |   |   | 617,750   |   |      |   | 3.75 |   |   |   | 247,250 |   |   |   | 9.72 |   |
| Exercised                          |   |   | (10,500   | )      |      |   | 0.30 |   |   |   | (267,100 | ) |   |   | 2.95 |   |
| Forfeited                          |   |   | (3,500    | )      |      |   | 9.72 |   |   |   | (12,900 | ) |   |   | 7.93 |   |
| Outstanding at period end          |   |   | 3,321,280 |   |      | $      | 5.94 |   |   |   | 2,713,130 |   |   | $ | 6.27 |   |
| Exercisable at period end          |   |   | 2,634,322 |   |      | $      | 5.98 |   |   |   | 2,139,515 |   |   | $ | 5.76 |   |

----

----

|  ITEM 2. | MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS |
|---------------|---------------------------------------------------------------------------------------------|

|   | · | the current global economic downturn or recession; |
|--------|--------|----------------------------------------------------|

|   | · | difficulty expanding our manufacturing and distribution facilities; |
|--------|--------|---------------------------------------------------------------------|

|   | · | significant competition in our industry; |
|--------|--------|------------------------------------------|

|   | · | unfavorable publicity or consumer perception of our products on the Internet; |
|--------|--------|-------------------------------------------------------------------------------|

|   | · | the incurrence of material product liability and product recall costs; |
|--------|--------|------------------------------------------------------------------------|

|   | · | costs of compliance and our failure to comply with government regulations; |
|--------|--------|----------------------------------------------------------------------------|

|   | · | our inability to successfully defend intellectual property claims; |
|--------|--------|--------------------------------------------------------------------|

|   | · | our failure to keep pace with the changing demands and preferences of our customers for new products; |
|--------|--------|-------------------------------------------------------------------------------------------------------|

|   | · | disruptions in our manufacturing system, including our information technology systems, or losses of manufacturing certifications; and |
|--------|--------|---------------------------------------------------------------------------------------------------------------------------------------|

|   | · | the lack of long-term research with human consumption of some of our products with innovative ingredients. |
|--------|--------|------------------------------------------------------------------------------------------------------------|

----

|                       |   | Three Months Ended |   |      | Six Months Ended |   |
|----------------------------|--------|--------------------|--------|-----------|------------------|--------|
|                       |   | June 30,           |   |      | June 30,         |   |
|                       |   | (unaudited)        |   |      | (unaudited)      |   |
|                       |   | 2011               |   |      | 2010             |   |   | 2011 |   |   | 2010 |   |
| Net sales                  |   |               | 100.0  | %         |             |   | 100.0 | % |   |   | 100.0 | % |   |   | 100.0 | % |
| Cost of goods sold         |   |               | 78.0   |      |             |   | 74.1 |   |   |   | 77.0 |   |   |   | 72.9 |   |
| Gross profit               |   |               | 22.0   |      |             |   | 25.9 |   |   |   | 23.0 |   |   |   | 27.1 |   |
| Operating expenses:        |   |               |   |      |             |   |   |   |   |   |   |   |   |   |   |   |
| Fulfillment                |   |               | 7.7    |      |             |   | 8.1 |   |   |   | 7.7 |   |   |   | 7.3 |   |
| Sales and marketing        |   |               | 7.9    |      |             |   | 9.5 |   |   |   | 8.0 |   |   |   | 8.0 |   |
| General and administrative |   |               | 11.8   |      |             |   | 11.9 |   |   |   | 11.8 |   |   |   | 10.2 |   |
| Total operating expense    |   |               | 27.5   |      |             |   | 29.6 |   |   |   | 27.5 |   |   |   | 25.5 |   |
| Operating (loss) income    |   |               | (5.6   | )         |             |   | (3.7 | ) |   |   | (4.5 | ) |   |   | 1.6 |   |
| Net (loss) income          |   |               | (5.6   | )  % |             |   | (2.6 | )  % |   |   | (4.6 | )  % |   |   | 1.0 | % |

----

|                                 |   | Three Months Ended |       |   |     |   |       |       |   |
|--------------------------------------|--------|--------------------|------------|--------|----------|--------|------------|------------|--------|
|                                 |   | June 30,           |       |   | $        |   |       | %          |
|                                 |   | (unaudited)        |       |   | Increase |   |       | Increase   |   |
|                                 |   | 2011               |       |   | 2010     |   |       | (Decrease) |   |   | (Decrease) |   |
| Third-party products                 |   | $                  | 47,806,513 |   |     | $      | 35,203,015 |       |   | $ | 12,603,498 |   |   |   | 35.8 | % |
| Proprietary products                 |   |               | 16,221,439 |   |     |   | 15,007,215 |       |   |   | 1,214,224 |   |   |   | 8.1 |   |
| Freight                              |   |               | 1,863,285  |   |     |   | 3,741,669  |       |   |   | (1,878,384 | ) |   |   | (50.2 | ) |
| Net sales                            |   |               | 65,891,237 |   |     |   | 53,951,899 |       |   |   | 11,939,337 |   |   |   | 22.1 |   |
| Cost of goods sold                   |   |               | 51,418,616 |   |     |   | 39,983,123 |       |   |   | 11,435,493 |   |   |   | 28.6 |   |
|     Gross profit |   | $                  | 14,472,621 |   |     | $      | 13,968,776 |       |   | $ | 503,844 |   |   |   | 3.6 | % |

----

|                                 |   | Six Months Ended |        |   |   |   |        |     |   |
|--------------------------------------|--------|------------------|-------------|--------|--------|--------|-------------|----------|--------|
|                                 |   | June 30,         |        |   |   |   |        |     |   |
|                                 |   | (unaudited)      |        |   | $      |   |        | %        |
|                                 |   | 2011             |        |   | 2010   |   |        | Increase |   |   | Increase |   |
| Third-party product                  |   | $                | 93,100,655  |   |   | $      | 72,350,838  |     |   | $ | 20,749,817 |   |   |   | 28.7 | % |
| Proprietary products                 |   |             | 31,971,446  |   |   |   | 30,896,637  |     |   |   | 1,074,809 |   |   |   | 3.5 |   |
| Freight                              |   |             | 4,581,214   |   |   |   | 7,880,568   |     |   |   | (3,299,354 | ) |   |   | (41.9 | ) |
| Net sales                            |   |             | 129,653,315 |   |   |   | 111,128,043 |     |   |   | 18,525,272 |   |   |   | 16.7 |   |
| Cost of goods sold                   |   |             | 99,813,880  |   |   |   | 81,050,000  |     |   |   | 18,763,880 |   |   |   | 23.2 |   |
|     Gross profit |   | $                | 29,839,435  |   |   | $      | 30,078,043  |     |   | $ | (238,608 | ) |   |   | (0.8 | ) % |

----

|   | · | the rate of our revenue growth; |
|--------|--------|---------------------------------|

|   | · | the timing and extent of expenditures to enhance our website, network infrastructure, and transaction processing systems; |
|--------|--------|---------------------------------------------------------------------------------------------------------------------------|

|   | · | the extent of our advertising and marketing programs; |
|--------|--------|-------------------------------------------------------|

|   | · | the levels of the inventory we maintain; and |
|--------|--------|----------------------------------------------|

|   | · | other factors relating to our business. |
|--------|--------|-----------------------------------------|

----

----

| ITEM 3. | QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK |
|---------|------------------------------------------------------------|

|  ITEM 4. | CONTROLS AND PROCEDURES |
|--------------------|-------------------------|

----

| PART II. | OTHER INFORMATION |
|----------|-------------------|

| ITEM 1. | LEGAL PROCEEDINGS |
|---------|-------------------|

| ITEM 1A. | RISK FACTORS |
|----------|--------------|

| ITEM 2. | UNREGISTERED SALES OF EQUITY SECURITIES AND USE OF PROCEEDS |
|---------|-------------------------------------------------------------|

| ITEM 3. | DEFAULTS UPON SENIOR SECURITIES |
|---------|---------------------------------|

| ITEM 4. | [REMOVED AND RESERVED.] |
|---------|-------------------------|

| ITEM 5. | OTHER INFORMATION |
|---------|-------------------|

----

|  ITEM 6. | EXHIBITS |
|---------------|----------|

| Exhibits                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |   |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |   |
|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|--------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|--------|
| 3.13.23.33.43.54.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |   |  Amended and Restated Certificate of Incorporation of the Registrant (1)Amendment to Amended and Restated Certificate of Incorporation of the Registrant (2)Certificate of Elimination of Series A Junior Participating Preferred Stock of Vitacost.com, Inc., effective June 20, 2011 (3)Amended and Restated Bylaws of the Registrant (4)Amendment to Amended and Restated Bylaws of the Registrant, effective July 21, 2010 (5)Amendment No. 1 to Rights Agreement, dated as of June 16, 2011, betweenVitacost.com, Inc. and Mellon Investor Services LLC (6) |   |
|                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              |   |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |   |
| *31.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Executive Officer Pursuant to Rule 13-14(a) of the Securities Exchange Act of 1934 as Adopted Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                             |   |
| *31.2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Financial Officer Pursuant to Rule 13-14(a) of the Securities Exchange Act of 1934 as Adopted Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                             |   |
| *32.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Executive Officer Pursuant to 18 U.S.C. Section 1350, as Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                                                          |   |
| *32.2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Financial Officer Pursuant to 18 U.S.C. Section 1350, as Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                                                          |   |
|  (1)  Filed as an Exhibit to Registrant’s Registration Statement on Form S-1 filed with the Securities and Exchange Commission on June 20, 2007.(2)  Filed as an Exhibit to Amendment No. 7 of Registrant’s Registration Statement on Form S-1 filed with the Securities and Exchange Commission on September 21, 2009.(3)  Filed as an Exhibit to Registrant’s Current Report on Form 8-K filed with the SEC on June 22, 2011.(4)  Filed as an Exhibit to Registrant’s Amendment No. 5 of Registration Statement on Form S-1 filed with the Securities and Exchange Commission on August 24, 2009.(5)  Filed as an Exhibit to Registrant's Current Report on Form 8-K filed with the Securities and Exchange Commission on July 21, 2010.(6)  Filed as an Exhibit to Registrant’s Registration Statement on Form 8-A/A filed with the Securities and Exchange Commission on June 20, 2011. * Filed herewith. |   |

----

|   | VITACOST.COM, INC.             |
|--------|--------------------------------|
|   |                           |
|   | /s/ Jeffrey J. Horowitz        |
|   | Name: Jeffrey J. Horowitz      |
|   | Title: Chief Executive Officer |

|   | /s/ Stephen E. Markert, Jr.            |
|--------|----------------------------------------|
|   | Name: Stephen E. Markert, Jr.          |
|   | Title: Interim Chief Financial Officer |
|   |                                   |
|   | Date: August 9, 2011                   |

----

| Exhibits                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |   |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |   |
|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|--------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|--------|
| 3.13.23.33.43.54.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |   |  Amended and Restated Certificate of Incorporation of the Registrant (1)Amendment to Amended and Restated Certificate of Incorporation of the Registrant (2)Certificate of Elimination of Series A Junior Participating Preferred Stock of Vitacost.com, Inc., effective June 20, 2011 (3)Amended and Restated Bylaws of the Registrant (4)Amendment to Amended and Restated Bylaws of the Registrant, effective July 21, 2010 (5)Amendment No. 1 to Rights Agreement, dated as of June 16, 2011, betweenVitacost.com, Inc. and Mellon Investor Services LLC (6) |   |
|                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              |   |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  |   |
| *31.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Executive Officer Pursuant to Rule 13-14(a) of the Securities Exchange Act of 1934 as Adopted Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                             |   |
| *31.2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Financial Officer Pursuant to Rule 13-14(a) of the Securities Exchange Act of 1934 as Adopted Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                             |   |
| *32.1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Executive Officer Pursuant to 18 U.S.C. Section 1350, as Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                                                          |   |
| *32.2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             |   | Certification of Chief Financial Officer Pursuant to 18 U.S.C. Section 1350, as Adopted Pursuant to Section 906 of the Sarbanes-Oxley Act of 2002.                                                                                                                                                                                                                                                                                                                                                                                                          |   |
|  (1)  Filed as an Exhibit to Registrant’s Registration Statement on Form S-1 filed with the Securities and Exchange Commission on June 20, 2007.(2)  Filed as an Exhibit to Amendment No. 7 of Registrant’s Registration Statement on Form S-1 filed with the Securities and Exchange Commission on September 21, 2009.(3)  Filed as an Exhibit to Registrant’s Current Report on Form 8-K filed with the SEC on June 22, 2011.(4)  Filed as an Exhibit to Registrant’s Amendment No. 5 of Registration Statement on Form S-1 filed with the Securities and Exchange Commission on August 24, 2009.(5)  Filed as an Exhibit to Registrant's Current Report on Form 8-K filed with the Securities and Exchange Commission on July 21, 2010.(6)  Filed as an Exhibit to Registrant’s Registration Statement on Form 8-A/A filed with the Securities and Exchange Commission on June 20, 2011. * Filed herewith. |   |