Award-Winning Performance Nutrition Brand Continues Explosive Growth With Largest Retail Expansion in Company History

Momentous, a leading human performance company that focuses on supplementation and nutrition, today announced the exclusive nationwide launch of its products with The Vitamin Shoppe. Momentous products will be available in over 640 locations of The Vitamin Shoppe and Super Supplements, and online at vitaminshoppe.com. As the brand continues to drive explosive category growth, earning recognition on the Inc. 5000 list as one of America’s fastest-growing privately-held companies for three consecutive years, The Vitamin Shoppe will carry over a dozen Momentous products, including Whey Protein Isolate, Creatine, Longevity, and Collagen, all of which are rigorously third-party tested and NSF-Certified for Sport.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260106704316/en/

Momentous products will be available in over 640 locations of The Vitamin Shoppe and Super Supplements, and online at vitaminshoppe.com. As the brand continues to drive explosive category growth, The Vitamin Shoppe will carry over a dozen Momentous products, including Whey Protein Isolate, Creatine, Longevity, and Collagen, all of which are rigorously third-party tested and NSF-Certified for Sport.

“We’re seeing a fundamental shift in the supplement category, with consumers becoming increasingly discerning about what they buy and holding brands and retailers to higher standards for transparency and formulation,” said Momentous Co-Founder and CEO Jeff Byers. “As we continue to scale and connect with mission-aligned consumers wherever they are in their wellness journey, partnering with one of the most respected retailers in the category was a natural next step. We’re excited to bring our products, and the Momentous standard, to The Vitamin Shoppe shelves in 2026.”

2025 was a year of significant product growth for Momentous, as the brand introduced new products to its established portfolio. New launches included the Women’s Three bundle, designed with Dr Stacy Sims specifically for women’s foundational health and performance; Longevity - one of the most complete and comprehensive science-led formulas for cellular health; and Creatine Chews, edible creatine tablets delivering exactly 1 gram of pure Creapure^®, the gold-standard creatine monohydrate. The brand also introduced new flavors and updated formulations of its high-quality plant-based and whey protein isolate powders, as well as Fuel - its science-backed carb and electrolyte drink mix, and a lemon-flavored creatine powder in travel packs.

“With its rigorous quality standards and commitment to transparency, Momentous brings a level of credibility to sports nutrition that our customers are increasingly seeking,” said Muriel Gonzalez, President of The Vitamin Shoppe. “We are excited to be Momentous’s first national retail partner, reinforcing The Vitamin Shoppe’s position as the premier destination for the most innovative, on-trend brands in our industry. As our customers set new health and performance goals for the new year ahead, our partnership with Momentous helps equip them with elite-level nutrition trusted by professional athletes.”

In December, The Vitamin Shoppe unveiled a new store in Cottonwood Heights, Utah, which serves as the Hometown Store for Momentous. The location showcases an enhanced Momentous footprint with a curated selection of exclusive offerings, along with branded accessories.

Located at 6936 Park Centre Dr., the Cottonwood Heights opening marks The Vitamin Shoppe’s second Utah location. Introduced in 2025, The Vitamin Shoppe’s Hometown Store concept brings locally rooted partner brands into customized retail environments, transforming select stores into one-of-a-kind destinations with expanded assortments, exclusive products, and community-driven activations tailored to local customers. To celebrate the opening, the store is offering a buy one, get one 50% off promotion across the entire store through January 11 (discount applied to the item of equal or lesser value).

For more information about Momentous at The Vitamin Shoppe, please visit www.vitaminshoppe.com/b/momentous or stop by your local store and speak to a Health Enthusiast associate.

About Momentous

With headquarters in Park City, Utah, Momentous is a wellness and nutrition company, with a mission to empower the relentless pursuit of progress in health and performance. Offering the highest quality supplements designed to enhance physical and cognitive well-being alongside the brightest across performance athletics and science, Momentous believes that people at their best will produce a positive impact in their personal lives, communities, and, ultimately, the world. Momentous sources best-in-class ingredients for its formulations and holds its products to the highest possible standards, investing in a rigorous quality control process while receiving NSF Certifications across its portfolio. Momentous is a trusted partner of over 200 professional and collegiate sports programs in North America, and the Department of Defense and the United States Military, developing new products and solutions to help optimize the human performance of its servicemembers. For more information, please visit www.livemomentous.com.

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^®, True Athlete^®, and Whole Health Rx™. 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, www.vitaminshoppe.com. Globally, The Vitamin Shoppe serves customers in select Asia, South America, and Central America markets through local omnichannel partners.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260106704316/en/

“Momentous brings a level of credibility to sports nutrition that our customers are increasingly seeking,” said Muriel Gonzalez, President of The Vitamin Shoppe.