Hy-Vee rolls out first products in clean label initiative

West Des Moines, Iowa-based Hy-Vee Inc. said last week that as part of its new Clean Honest Ingredients label initiative, the chain will eliminate more than 200 artificial ingredients or synthetic chemicals from 1,000 Hy-Vee store brand products by July 2018.

A handful of these private brand food items bearing the Clean Honest Ingredients logo — including ketchup, almond butter, tortilla chips and bottled tea — can already be found in Hy-Vee stores.

 “Hy-Vee takes great care to provide our customers with authenticity and transparency when it comes to the products in our stores,” said Jeremy Gosch, Hy-Vee’s executive vice president strategy and chief merchandising officer, in a statement. “As the demand increases for food products that contain natural, familiar and simple ingredients, we are doing our best to meet those expectations within our Hy-Vee label offerings.”

High-fructose corn syrup, artificial flavors and colors, and partially hydrogenated oils are just a few of the ingredients that will not be found in products with the Clean Honest Ingredients logo.

To learn more about the ingredients that are being eliminated in the Clean Honest Ingredients initiative, see the list on Hy-Vee’s website.