Ghost’s proteins, pre-workouts, and more are now on the shelves in The Vitamin Shoppe and Super Supplements, expanding its retail distribution to all its stores and online.
Known for its flavor partnerships with iconic brands like Oreos, Chips Ahoy! Sour Patch Kids and more, Ghost is featured in a prominent, cohesive brand block within The Vitamin Shoppe stores, highlighting a specialized merchandising strategy that contrasts with The Vitamin Shoppe's typical category-based focus.
"We are thrilled to introduce a lineup of exceptional Ghost sports nutrition products and cult-favorite flavor partnerships to The Vitamin Shoppe,” said Sharon Leite, CEO of The Vitamin Shoppe.
According to the company, Ghost has a highly selective distribution strategy for its proteins, pre- and post-workout formulas. This new partnership makes The Vitamin Shoppe the second national retailer to carry the brand.
In April, GNC announced a multi-year partnership that named Ghost as the ‘Official Esports Partner of GNC.’ The announcement marked the brand’s official entrance into gaming that included the launch of the brand’s Twitch and a marquis partnership with XSET, the fast growing lifestyle gaming organization.
Late last year, The Vitamin Shoppe launched Ghost ready-to-go energy drinks.
"Who you go to battle with is everything," said Ghost CEO Dan Lourenco. "The Vitamin Shoppe has been a great partner with GHOST Energy and their team and customers' authentic enthusiasm for the brand is beyond contagious. We are very excited to finally bring more Ghost to The Vitamin Shoppe."
Like it’s distribution partners, Ghost is also picky about ingredients. Their products contain branded ingredients such as Nutrion21’s nooLVL, a patented complex of bonded arginine and silicon; Kyowa Hakka’s proprietary form of citicoline, Cognizin; and NuLivScience’s AstraGin, which is a compound extracted from ginseng and astragalus, just to name a few.
Ghost takes pride in its diverse and inclusive community, noting that its customers are “gym-goers, athletes, gamers, sneakerheads, beauty and wellness consumers, and more.”
“Ghost founders Daniel Lourenco and Ryan Hughes have created a truly original lifestyle brand that we believe resonates strongly with our dedicated sports nutrition and fitness enthusiast customers,” said Leite.