Hy-Vee Inc. has introduced 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 by Hy-Vee’s team of registered dietitians, the new private label brand features products made with 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.
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,” she added.
Nothing But The Truth products will roll out in phases and include a full range of pantry staple and on-trend items.
The initial launch features a premium selection of organic products imported from Italy, an assortment of snacks and chips and a variety of condiments, breakfast and grain products.
Premium positioning in HealthMarket
Nothing But The Truth’s premium packaging will feature key nutritional attributes and dietary callouts to help guide purchase decisions.
The long-term strategy for the brand includes expanding into seasonal and limited-time offerings.
West Des Moines, Iowa-based Hy-Vee Inc. is an employee-owned corporation operating more than 560 business units across nine Midwestern states with more than 70,000 employees.
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