Vitamin World was founded by Arthur Rudolph in 1960 in New York. The company operates a chain of vitamin and health supplement stores in the US.
The company is a subsidiary of NBYT, who manufactures and sells vitamins and supplement under the Puritan’s Pride, Vitamin World, and Holland & Barrett labels. Vitamin World also sells Herbal Authority and Precision Engineered brands. While Vitamin World used to be considered a discount store, new pricing policies implemented in 2007 has now put it in the slightly more expensive bracket. While the company has offered a regular buyer discount card, many customers were very unhappy with this dramatic increase in prices.
While some customers have been upset, others were pleased by the upgraded bottles, labeling, and remodeling of store locations. Internal restructuring and profit margins appear to have made up for lost customers.