Hy-Vee launches gluten-free private label line

Midwestern grocer has added a gluten-free private brand with offerings ranging from frozen pizza to soups.
Zachary Russell
Associate Editor
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Hy-Vee, the employee-owned Midwestern supermarket chain, has launched a new private brand available at all of the company’s 285 locations. Good Graces is a collection of gluten-free products at affordable prices with the purpose of making a gluten-free diet more attainable for shoppers.

“The demand for gluten-free products continues to rise, and Good Graces provides a high-quality and affordable selection of products,” said Darren Baty, executive vice president and chief merchandising officer for Hy-Vee. “This expansive product line ensures gluten-free options are accessible for everyone.”

The private label line will feature more than 30 products, with 60 more items in development. Good Graces items include frozen items such as pizzas, breaded chicken nuggets and pasta entrees, alongside pantry staples like pastas, soups, oatmeal, pretzels, white cheddar puffs and granola. Baking items in the collection include almond flour, coconut flour and coconut sugar, as well as six different baking mixes, available beginning in mid-November just in time for the holiday baking season. The gluten-free line will also include holiday favorites like stuffing, French fried onions and condensed soups.

Additional Good Graces product lines are planned in the coming months, and customers can find the current Good Graces products at their local Hy-Vee HealthMarket or through Hy-Vee’s Aisles Online service.