Retailer Profile: Vitamin Shoppe


To play this video, purchase a BevNET/NOSH subscription or Login.

Vitamin Shoppe is one of the key stops for functional brands establishing a national footprint. Nicolletta Payne heads beverage decisions for this nutrition and supplement retailer.

Speaker:

Nicolletta Payne, Senior Director of Merchandising, The Vitamin Shoppe

Related Videos

BevNET Live NYC 2026 5 Videos

Playlist: BevNET Live NYC 2026

Jun 10, 2026 at 11:39 AM

Entrepreneur Interview: Catching Up With Ben Weiss 00:21:24

Entrepreneur Interview: Catching Up With Ben Weiss

Jun 10, 2026 at 12:13 PM
Ben Weiss, the founder of Bai, sits down for a conversation on entrepreneurship, brand building, investment, and the state of the beverage industry as he launches new brand Crooked Pop.

Meet the Investor 1: Elly Truesdell, New Fare Partners 00:20:13

Meet the Investor 1: Elly Truesdell, New Fare Partners

Jun 10, 2026 at 11:54 AM
Truesdell has spent her entire career building brands, first as a Whole Foods Forager, now as a CPG investor. She discusses the ways she recognizes and fosters breakout potential in her portfolio.

Founder Interview: Tom First on the Challenger Mindset 00:26:07

Founder Interview: Tom First on the Challenger Mindset

Jun 10, 2026 at 11:09 AM
Culture Pop CEO Tom First, a longtime entrepreneur, investor, and board member, shares strategies for keeping brands nimble and lean, with a focus on catching category leaders over the long term.

State of the Market: Emerging Brands at Mid-Year 00:23:23

State of the Market: Emerging Brands at Mid-Year

Jun 10, 2026 at 10:44 AM
Examining the beverage marketplace for trends in consumer, retail, investment and brand performance issues from experts who are in the mix on a daily basis.