The Vitamin Shoppe Launches "The Suppies" Awards

SECAUCUS, N.J., February 23, 2026 /PR Newswire/ — The Vitamin Shoppe®, an omni-channel specialty retailer of nutritional products, today announced the winners of its first annual The Vitamin Shoppe Supplement Awards, also known as "The Suppies." This new annual awards program recognizes excellence in supplement innovation and industry achievements, selected by the experts at The Vitamin Shoppe in partnership with the editors of Men's Health and Women's Health.

Created to spotlight the brands and products delivering exceptional quality and breakthrough performance, The Suppies can help consumers confidently navigate the expanding marketplace for nutritional supplements. The awards span 13 key categories this year, including wellness essentials, sports nutrition, protein bars, healthspan, and more.

"The supplement industry is continually evolving, with science and consumer trends steadily driving innovation across ingredients, formats, functional benefits, and even flavors," said Sharon Leite, CEO of 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."

This year's Suppies reflect a collaborative evaluation process that combined significant input from the highly knowledgeable teams at The Vitamin Shoppe and top editors at Men's Health and Women's Health, and include:

• Eight awards judged and selected by the editors of Men's Health and Women's Health, from a nominated pool of eligible entrants provided by The Vitamin Shoppe's merchant team.
• Three awards chosen by The Vitamin Shoppe's merchant team to recognize standout growth, performance, and partnership within our 640+ stores and on the company website.
• Two special honors selected by The Vitamin Shoppe's in-store Health Enthusiasts®, with more than 1,000 retail associates voting for the products making the greatest impact with the customers they serve every day.

Complete List of Award Winners

Awards judged by the Editors of Men's Health and Women's Health

The Vitamin Shoppe teamed up with Men's Health and Women's Health to determine these winners. Here are the honorees—and what these in-the-know editors had to say about their top picks:

• Best in Sports Nutrition: BodyTech 100% Pure Creatine Monohydrate Powder is "no-nonsense creatine from a trusted legacy brand. If you're not sure where to start with creatine supplementation, it's here."
• Best Protein Bar: David Peanut Butter Chocolate Chunk Protein Bar features "twenty-eight grams of protein for only 150 calories, a true feat—and they've perfected a classic flavor. David has truly reset the bar."
• Best Wellness Essential: Vthrive The Vitamin Shoppe® Bioactive Multivitamins in Men's and Women's formulas "contain all the nutrients you need to close nutrition gaps, with each formula tailored to who you are—and where you are—in life."
• Best Viral Product: Clean Simple Eats Pink Burst Clear Protein Powder is "doing magical things with protein. This translucent, fruity-sweet flavored drink is proof—pure wizardry."
• Most Craveworthy Flavor: Barebells Key Lime Pie Protein Bar features "a solid 20 grams of protein per bar, and you gotta love the just-sour-enough taste among a sea of too-sweet options."
• Best for Healthspan: Nordic Naturals Ultimate Omega are "powerfully popular for good reason: They're made from 100% fish, deliver a strong dose of omegas, and finish with a bright lemon taste."
• Most Chill: Nutri Triple Magnesium + L-Theanine features "a one-two combo of magnesium and L-Theanine that work in tandem to ease stress and help you sleep."
• Best Brand Ambassador: Lean Beef Patty for Gorilla Mind is "mobility-minded, motivational to her rock-solid six-pack core, and brings the funny every time."

The Vitamin Shoppe Buyers' Picks

The Vitamin Shoppe's buyers work with hundreds of brands to stock shelves with the highest quality, most cutting-edge products. These winners were selected by the merchant team as standout for these reasons:

• Brand of the Year: Transparent Labs offers clean ingredients, complete label transparency, and rigorous third-party testing. The fast-growing brand has won hard-earned trust among discerning sports nutrition customers—delivering credibility and standout performance as a modern sports nutrition leader.
• Partner of the Year: RAW Nutrition pairs best-in-class formulations with authentic community engagement that resonates deeply with consumers, creating serious momentum at The Vitamin Shoppe that only continues to grow.
• Launch of the Year: David Protein Bars feature headline-grabbing macros that keep even the most demanding protein devotees satiated with an indulgent taste that matches its nutrient credentials. Add bold marketing and viral momentum, and it's clear how David became a top-selling bar at The Vitamin Shoppe.

Health Enthusiasts' Choice Awards

The Vitamin Shoppe's store associates a.k.a. Health Enthusiasts know quality supplements when they see them. These are the experts in stores, closest to customers' needs and preferences—here are their choices and why:

• Best in Wellness: Mary Ruth's Liquid Morning Multivitamin is delicious to taste and has become a favorite among both The Vitamin Shoppe's customers and Health Enthusiasts themselves, who praise its highly absorbable, easy-to-digest liquid format and thoughtfully balanced nutrient profile.
• Best in Sports Nutrition: Transparent Labs 100% Grass-Fed Whey Protein Isolate Powder is the formula that many customers ask for by name, and Health Enthusiasts are proud to recommend to anyone seeking premium quality, uncompromising purity, and exceptional performance.

Celebrating The Suppies

The Suppies were celebrated on February 18 at Electric Lemon at the Equinox Hotel in New York City. The awards dinner brought together founders and CEOs of the winning brands, along with The Vitamin Shoppe executive team, industry thought leaders, and top creators, including Lean Beef Patty, honored as Best Brand Ambassador.

"The quality and diversity of the winning products at The Suppies reflect the strength of our partnerships and the remarkable innovation shaping this industry," said Muriel Gonzalez, President of The Vitamin Shoppe. "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."

About The Vitamin Shoppe®

Lifelong Wellness Starts Here™. The Vitamin Shoppe® is a global, omnichannel specialty retailer and wellness lifestyle Company with the mission of providing customers with the most trusted products, guidance, and services to support them on their journeys of lifelong wellness. Based in Secaucus, New Jersey, the Company offers a comprehensive assortment of nutritional solutions, including 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 its proprietary brands within its owned and wholesale channels, including: The Vitamin Shoppe®, Vthrive The Vitamin Shoppe®, BodyTech®, BodyTech® Elite, plnt®, ProBioCare®, and True Athlete®. In the U.S., the Company conducts business through over 640 company-operated retail stores under The Vitamin Shoppe and Super Supplements™ banners and via its website. Globally, The Vitamin Shoppe serves customers in select Asia, South America, and Central America markets through local omnichannel partners.