Hy-Vee Inc. has introduced a new private label brand Nothing But The Truth, a health-forward product line designed to meet growing consumer demand for transparency, taste and value in the better-for-you food space.
Developed start-to-finish by Hy-Vee’s team of registered dietitians, Nothing But The Truth features products made with high-quality ingredients that are primarily organic, plant-based, non-GMO, low sugar and high in protein. The line follows clean-label standards and intentionally excludes more than 150 ingredients, including high-fructose corn syrup, artificial additives and dyes.
The launch reflects Hy-Vee’s continued investment in its private brand strategy, focusing on offering products with clean, high-quality ingredients that taste great and are available at accessible price points.
Dietitians lead product development
“Customers are increasingly looking for foods that are healthy with high-quality ingredients,” said Elisa Sloss, assistant VP of Hy-Vee’s HealthMarket department and dietitian services. As a registered dietitian, Sloss was integral in the design and development of the new product line.
“Nothing But The Truth delivers on Hy-Vee’s promise to make healthy living accessible and affordable.”
Nothing But The Truth products will roll out in phases and will include a full range of pantry staple and on-trend items. The initial launch includes a premium selection of organic, high-quality Italian products imported from Italy, an assortment of snacks and chips, and a variety of condiments, breakfast and grain products.
Premium positioning in HealthMarket
Serving as a cornerstone of Hy-Vee’s HealthMarket department, Nothing But The Truth will be featured on store shelves and displays. The line’s premium packaging will feature key nutritional attributes and dietary callouts to help guide purchase decisions and reinforce the brand’s transparency promise.
The long-term strategy for the brand includes expanding into seasonal and limited-time offerings to create a shopping experience that drives repeat traffic and sustained engagement.
Hy-Vee Inc. is an employee-owned corporation operating more than 560 business units across nine Midwestern states with sales of more than $14 billion annually. The company’s more than 70,000 employees are based in West Des Moines, Iowa.
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