H-E-B rolls out 'free-from' private label line

H-E-B is rolling out a new private label line that excludes more than 200 synthetic ingredients such as high fructose corn syrup and artificial flavors. H-E-B Select Ingredients products include Greek yogurt, ice cream, milk, cereals, snack items, breads, nuts and hummus, among other products.

The products, which are currently on-shelf, feature a new logo with a large green check mark on the front of the packaging. Four hundred more Select Ingredients products will be rolled out by the end of this year.

“As the number one food provider in Texas, it is H-E-B’s goal to be responsive to our customers who are seeking the highest quality in food choices at the lowest possible prices, and that includes products void of synthetic ingredients, high fructose corn syrup and artificial flavors,” said Martin Otto, chief merchant and CFO for San Antonio-based H-E-B, in a statement.

“Demand for products without synthetic ingredients has risen exponentially, yet many of these items remain out of reach for customers on a budget. That’s why we’re excited to bring H-E-B Select Ingredients to families across the state. Our team of experts carefully chooses ingredients, taking the guesswork out of label-reading and making it easy for customers to purchase products that are right for their family’s needs.”

Other ingredients excluded from these products include: