X0306 4 2014-08-15 1 0001401688 Vitacost.com, Inc. VITC 0001368414 Kumin Michael Andrew C/O GREAT HILL PARTNERS ONE LIBERTY SQUARE BOSTON MA 02109 1 0 1 0 Common Stock 2014-08-15 4 U 0 20630 8.00 D 0 D Option to purchase common stock 7.15 2014-08-18 2014-08-18 4 D 0 10000 D Common Stock 10000 0 D Option to purchase common stock 3.75 2014-08-18 2014-08-18 4 D 0 15000 D Common Stock 15000 0 D On August 18, 2014, in connection with the acquisition of the Issuer by The Kroger Co. ("Kroger") at a price of $8.00 per share of common stock, net to the holder thereof in cash (the "Offer Price"), each option was canceled in accordance with the terms of the Agreement and Plan of Merger, dated July 1, 2014, by and among the Issuer, Kroger and Vigor Acquisition Corp., a wholly-owned subsidiary of Kroger. Each canceled option was converted automatically into the right to receive an amount of cash, without interest, equal to the product obtained by multiplying (x) the aggregate number of shares of common stock that were issuable upon exercise of such option immediately prior to the effective time of the merger and (y) the Offer Price, less the per share exercise price of such option. /s/ Laurie T. Gerber, as attorney-in-fact for Michael A. Kumin 2014-08-19