Vitamin Shoppe mines customer shopping data for cross-category promotions that “unlock the value” of average customers who buy about 14% of their wellness products from the firm. It reported total sales growth of 3.9% in the fourth quarter to $304.9m, but a $2.2m loss for its contract manufacturing business.

The firm in May launches a Next Step weight management product formulated with a proprietorial natural spinach extract proven to promote a feeling of fullness and its first, ready-to-drink protein isolate beverage in a BodyTech product. It also looks to the probiotics space for additional products.

Customers in segments Vitamin Shoppe calls "active and focus" account for 60% of overall supplement industry sales and more than 70% of the firm's sales. Analysts note its potential, but are taking a wait-and-see assessment for the firm's turnaround initiative.

Derived from Strategic Transactions, Informa’s premium source for tracking life sciences deal activity, the Medical Device Deals Update column is a survey of recent medtech M&A, alliance, and financing activity. This month’s column covers deals announced June-July 2015.