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The basics:
Suppies awards recognize innovation in supplements, sports nutrition, wellness
Judged by editors of Men’s Health, Women’s Health magazines
Winners include BodyTech, David Protein Bars, Nordic Naturals, Transparent Labs
1,000+ retail associates voted for products making the greatest customer impact
The Vitamin Shoppe is celebrating the launch of an awards program designed to spotlight nutrition supplement innovation and industry achievements.
The Secaucus-based nutritional retailer worked with editors from Men’s Health and Women’s Health magazines to select winners of the first The Vitamin Shoppe Supplement Awards (the Suppies).
Besides highlighting brands and products delivering exceptional quality and performance, The Suppies aims to help consumers navigate the expanding marketplace for supplements, The Vitamin Shoppe said. Category areas included wellness essentials, sports nutrition and protein bars.
The Vitamin Shoppe CEO Sharon Leite commented, “The supplement industry is continually evolving, with science and consumer trends steadily driving innovation across ingredients, formats, functional benefits, and even flavors.”
These awards further our mission to support and guide customers in reaching their personal health goals, while also providing well-deserved recognition for our brand partners who are driving the future of the industry.
— Sharon Leite, CEO, The Vitamin Shoppe
“As a trusted authority in wellness and sports nutrition, The Vitamin Shoppe is well positioned to help bring clarity to all that complexity. These awards further our mission to support and guide customers in reaching their personal health goals, while also providing well-deserved recognition for our brand partners who are driving the future of the industry,” she said.
And the Suppie goes to…
The Vitamin Shoppe said it celebrated The Suppies with a Feb. 18 awards dinner at Electric Lemon at the Equinox Hotel in New York City. The evening brought together founders and CEOs of the winning brands, along with The Vitamin Shoppe executive team, industry thought leaders and top creators.
According to the chain, the editors of Men’s Health and Women’s Health judged and selected eight winners from a nominated pool of eligible entrants provided by the retailer’s merchant team:
Best in Sports Nutrition
BodyTech 100% Pure Creatine Monohydrate Powder
Best Protein Bar
David Peanut Butter Chocolate Chunk Protein Bar
Best Wellness Essential
Vthrive The Vitamin Shoppe Bioactive Multivitamins
Best Viral Product
Clean Simple Eats Pink Burst Clear Protein Powder
Most Craveworthy Flavor
Barebells Key Lime Pie Protein Bar
Best for Healthspan
Nordic Naturals Ultimate Omega
Most Chill
Nutri Triple Magnesium + L-Theanine
Best Brand Ambassador
Lean Beef Patty for Gorilla Mind
The Vitamin Shoppe created The Suppies “to spotlight the brands and products delivering exceptional quality and breakthrough performance.” – PROVIDED BY THE VITAMIN SHOPPE
The Vitamin Shoppe’s merchant team also chose three awards to recognize standout growth, performance and partnership within the company’s 640-plus stores and on vitaminshoppe.com:
Brand of the Year Transparent Labs
Partner of the Year RAW Nutrition
Launch of the Year David Protein Bars
Additionally, more than 1,000 retail associates voted to honor two products for making the greatest impact with customers:
Best in Wellness Mary Ruth’s Liquid Morning Multivitamin
Best in Sports Nutrition Transparent Labs 100% Grass-Fed Whey Protein Isolate Powder
Connecting with customers
The Vitamin Shoppe President Muriel Gonzalez shared, “We’re proud to honor brands that are not only delivering meaningful performance and results but also building authentic connections with customers. These winners represent the best of what our partners bring to our shelves — and the positive impact we create together in the communities we serve.”
She also said, “The quality and diversity of the winning products at The Suppies reflect the strength of our partnerships and the remarkable innovation shaping this industry.”
Founded in 1977, The Vitamin Shoppe sells vitamins, minerals, sports nutrition, specialty supplements, herbs, homeopathic remedies and green living products. In addition to carrying products from approximately 700 national brands, The Vitamin Shoppe offers products from proprietary brands within its owned and wholesale channels.
In April 2025, Franchise Group Inc. sold the chain to two private equity groups. Soon after, the Vitamin Shoppe brought back Leite as part of a strategy to invest in the retailer.
Leite had stepped down as CEO in January 2023 after four-and-a-half years in the role. During her tenure at The Vitamin Shoppe, she helped re-energize the retailer with a range of expansion and innovation initiatives. Milestones included a technology-driven retail format and distribution to new sales channels, as well as increased development and penetration of private brands.
Leite also appeared in her capacity as The Vitamin Shoppe’s CEO on a January 2022 episode of the hit CBS reality series Undercover Boss.
