Several investigations on behalf of investors of Vitacost.com, Inc. (Public, NASDAQ:VITC) securities concerning potential violations of Federal Securities Laws by Vitacost.com, Inc and others were announced.

Vitacost.com, Inc., located in Boca Raton, Florida, is an online retailer and direct marketer of health and wellness products, including dietary supplements, such as vitamins, minerals, herbs or other botanicals, amino acids and metabolites (referred to as vitamins and dietary supplements), as well as cosmetics, organic body and personal care products, sports nutrition and health foods. According to the investigations by law firms the investigations concern potential violations of the federal securities laws in connection with the announcement from Vitacost.com on April 20, 2010. Vitacost.com, Inc. reported in 2007 Total Revenue of $99.29million, in 2008 $143.60million, and in 2009 $191.81million.

After the markets closed, Vitacost.com issued a press release on April 20, 2010 updating its guidance for revenue and earnings per share for the first quarter and full year 2010. Vitacost.com, Inc. revised its prior revenue and earnings per share guidance downward for both the first quarter of 2010 and the full year 2010. In this regard, Vitacost.com, Inc stated as follows: During the latter half of the first quarter, back orders temporarily increased on select NSI proprietary products primarily due to a manufacturing logistics issue at its Lexington, NC plant. As a result, the Company estimates that $1.0 to $1.2 million of revenue will shift from the first quarter to the second quarter as the Company recognizes revenue when orders are delivered and not shipped. As a result, the Company now expects revenue in the range of $57.0 to $57.5 million for the first quarter of 2010, with fully diluted earnings per share in the range of $0.08 to $0.09. The Companys prior guidance was for revenue in the range of $58 to $60 million and earnings per diluted share in the range of $0.14 to $0.15. The revised earnings per share guidance is attributable to the lower-than-expected revenue and a product mix shift with an increased percentage of revenue stemming from lower margin third party product sales.

In addition, gross margin in the quarter was also impacted by increased shipping expenses to maintain the Companys high level of customer service and an increase in the level of promotional activity in order to mitigate the expense of moving inventory from the Companys former distribution center in North Las Vegas to the newly opened facility in South Las VegasAccordingly, the Company is revising its full year 2010 estimates and now expects revenue to be in the range of $235 to $245 million with full year earnings per share in the range of $0.40 to $0.50.

Previously, the Companys full year guidance was for revenue in the range of $245 to $255 million and earnings per share in the range of $0.56 to $0.63. Insiders sold $78.85 million in VITC stock between the September 2009 initial public offering and their announcement on April 20, 2010. On April 21, 2010, Vitacost.coms common stock VITC declined during midday trading by $3.38 per share, a decline of almost 30%, from $12.56 per share to $9.18 per share, well below the September 2009 $12.00 offering price. Shares of Vitacost.com, Inc. (VITC) traded recently at $9.41per share, down from its 52weekHigh of $13.45 per share.