Hy-Vee debuts WholeLotta Good wellness e-store

Midwestern grocer Hy-Vee has launched its third ship-to-home e-commerce site in the past three weeks.

Called WholeLotta Good, and located at wholelotta.com, the website sells an assortment of more than 5,000 dietitian-approved health and specialty products and ships orders directly to homes nationwide, West Des Moines, Iowa-based Hy-Vee said Thursday.  

Offerings available via WholeLotta Good include food and beverages, vitamins and supplements; health, beauty and personal care products; eco-friendly household cleaners and laundry detergent; and fitness items such as workout gear, light weights, body supports and massagers, and yoga mats. The site also features a blog written by
Hy-Vee registered dietitians, who provide snack and meal ideas, health and wellness advice, and mindfulness and stress-reduction tips.

WholeLotta Good ships to all 50 states, Hy-Vee said, noting that no membership is required and orders of more than $49 qualify for free shipping. The site also offers a subscription option for added savings plus a tool that allows customers to shop by special diet.

“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,” Chairman and CEO Randy Edeker said in a statement. “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.”

Related:Hy-Vee goes live with pair of new ship-to-home websites

No membership is required for WholeLotta.com, and orders of more than $49 qualify for free shipping.

In December, Hy-Vee announced the launch of two Hy-Vee ship-to-home services, Hy-VeeDeals.com and ShopPetship.com, which sell bulk groceries, home goods and pet care products to shoppers nationwide.

ShopPetship.com, which offers pet food, treats and supplies, marked Hy-Vee’s first online subscription service. Hy-VeeDeals.com, an existing website, aggregates all of Hy-Vee’s weekly ads, digital coupons and hot deals, but the digital store now also offers bulk products that can be shipped directly to customers across the country.

Also in December, Hy-Vee launched RedBox Rx, a new subsidiary that provides low-cost telehealth and online pharmacy services nationwide.

The new sites reflect Hy-Vee’s ongoing efforts to create product category and service destinations, both online and in-store. In recent years, the retailer has introduced “store within a store” concepts for a range of brands, most recently with fitness equipment maker Johnson Fitness & Wellness. Others include Pair Eyewwear kiosks; The W Nail Bar in-store nail salons; DSW Designer Shoe Warehouse footwear shops; apparel, accessories, footwear and beauty care departments under Loblaw Cos.’ Joe Fresh fashion brand; and boutiques and displays offering bath and beauty products from upscale brand Basin.

Related:Hy-Vee set to expand into new states

Overall, Hy-Vee operates more than 285 food and drug stores under a range of formats in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. The company generates annual sales of over $12 billion.