Hy-Vee Launches New ‘Good Graces’ Own Brand

Hy-Vee Inc. has launched Good Graces, a new private brand available at all Hy-Vee stores. The first line to launch includes a full range of gluten-free products. The budget-friendly offerings, exclusive to Hy-Vee, “provide high-quality, gluten-free products at an affordable price, which helps make a gluten-free diet more attainable for customers,” says the West Des Moines, Iowa-based company.

A selection of more than 30 Good Graces gluten-free products are already available in all Hy-Vee stores, with an additional 60 gluten-free items in development. Offerings 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 such as almond flour, coconut flour and coconut sugar, as well as six different baking mixes, will be available beginning in mid-November, in time for holiday baking season. The gluten-free line will also include holiday favorites like stuffing, French fried onions and condensed soups.

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

The move comes as grocers across the country from Target to Albertsons to Kroger continue to expand their own store brands.

Shoppers can find the Good Graces brand of products in their local Hy-Vee HealthMarket or through Hy-Vee’s Aisles Online service. Additional Good Graces product lines are planned in the coming months, the company adds.

Hy-Vee Inc. is an employee-owned corporation operating more than 285 retail stores across eight states in the Midwest, with sales of more than $12 billion annually. The company employs more than 91,000 employees.