Hy-Vee launches online site dedicated to dietitian-approved products

The chain’s recent Good Graces own brand is featured along with other private label items, available nationwide.
Dan Ochwat
Executive Editor
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A screenshot of, click to go to the site

Hy-Vee is bringing a whole lot of healthy products to a brand-new, ship-to-home e-commerce site that features national brand items but also its Hy-Vee private brand products, including a dedicated section to its gluten-free Good Graces own brand that launched last year.

The healthy foods online destination from the Iowa-based retailer is being called WholeLotta Good and features dietitian-approved health and specialty products that can be bought online and shipped directly to homes across the country.

Beyond food and beverages, items on the site range from vitamins and supplements to health and beauty items to fitness and household supplies. The site will also host a blog written by Hy-Vee registered dietitians, providing snack and meal tips, health and wellness ideas and blogs about mindfulness and how to reduce stress.

Hy-Vee’s gluten-free Good Graces brand is called out on the homepage directing shoppers to choose from the clean, teal own brand. The store brand launched in November 2021 and was made available to 285 of its locations in the Midwest.

Four packages of gluten-free Good Graces products

Good Graces totals nearly 90 products in the portfolio, including 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.

“Hy-Vee’s customers know that when they visit our stores, they can find a full range of products to support their healthy lifestyle goals,” said Randy Edeker, Hy-Vee’s chairman and CEO. “With the launch of WholeLotta Good, we can now bring our extensive offerings to customers across the country through a site that’s convenient, affordable and easy to use. It’s all part of our mission to make lives easier, healthier and happier.”

Customers can visit to shop more than 5,000 dietitian-approved products and get health and wellness tips. WholeLotta Good ships to all 50 states, and orders of more than $49 qualify for free shipping with no subscription required.