date:Jul 03, 2014
k Corp are hoping to cash in on the trend.
Shares in Vitacost soared after the announcement of the deal, which also could bolster Kroger's e-commerce capabilities.
In early-afternoon trading, Vitacost jumped 27 percent to $7.98, while Kroger slipped 0.2 percent to $49.44.
Boca Raton, Florida-based Vitacost sells a range of products, including vitamins, herbal remedies and other supplements as well as organic, gluten-free and other specialty food products to about 2.3 million regular customers