New Hy-Vee Brand Is 'Cool'

WEST DES MOINES, Iowa — Hy-Vee has introduced “Cool" chicken, a new private-label brand of air-chilled poultry.


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Air-chilled means it’s fresh, not frozen, with no added water, according to Hy-Vee promotional materials. It's also raised cage-free on a vegetable diet with no antibiotics.

“So you get an all-natural, tender and flavorful chicken,” according to Hy-Vee.

Since it’s a private label, the price is right, Hy-Vee added. A whole Cool chicken is on sale for $1.99 a pound; $5.99 a pound for boneless skinless chicken breasts.

Read more: Hy-Vee Reimagines Foodservice With Full-Service Restaurants

“Cool Chicken is a better value,” Hy-Vee states. “Get cool. Save money.”

Hy-Vee will sample the new brand Friday and Saturday, Aug. 2 and 3.

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