Sponsored By

Hy-Vee launches gluten-free store brand

New Good Graces label to triple SKU count in coming months

Russell Redman

November 4, 2021

2 Min Read
HyVee-Good_Graces-gluten_free_brand.png
So far, more than 30 Good Graces products have been rolled out across Hy-Vee’s stores, and another 60 items are still in development.Hy-Vee

Midwestern grocer Hy-Vee has expanded its own-brand roster with a gluten-free label called Good Graces.

West Des Moines, Iowa-based Hy-Vee said Thursday that Good Graces marks the chain’s first full-range line of gluten-free products. So far, a selection of 30-plus Good Graces items have been rolled out to Hy-Vee’s more than 285 stores, and another 60 SKUs remain in development, according to the food and drug retailer.

Positioned as “budget friendly,” Good Graces items now in stores include frozen foods such as pizza, breaded chicken nuggets and pasta entrees and pantry essentials like pasta, soup, oatmeal, pretzels, white cheddar puffs and granola, Hy-Vee said.

Plans call for six baking mixes and products such as almond flour, coconut flour and coconut sugar to start hitting store shelves in mid-November, in time for holiday baking season, the company added. The gluten-free brand also will include holiday staples 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,” Darren Baty, executive vice president and chief merchandising officer at Hy-Vee, said in a statement. “This expansive product line ensures gluten-free options are accessible for everyone.”

Related:More digital real estate needed for store brands?

More Good Graces products are slated to become available at stores in the coming months, Hy-Vee added. Good Graces-brand items also are sold at Hy-Vee HealthMarket stores and through the Hy-Vee Aisles Online service.

Hy-Vee also supports customers on gluten-free diets through its team of registered dietitians. Last month, for example, the grocer hosted a range of free events for shoppers following gluten-free lifestyles. They included gluten-free health fairs at over 100 Hy-Vee stores, dietitian-led virtual store tours focusing on the basics of gluten-free eating, and a 30-minute virtual cooking class on how to create a charcuterie board with gluten- and dairy-free products.

Good Graces joins Hy-Vee’s lineup of about three dozen private brands, including Baking Stone Bread, Beaconsfield Bread Co., Char King, Crav’n Flavor, Culinary Tours, Fish Market, Full Circle, Gustare Vita, It’s Your Churn, Nori Sushi, Over The Top, Overjoy Ice Cream, Paws, Pure Harmony, Simply Done, Soiree, Sweet P’s, That’s Smart!, Til The Cows Come Home, Tippy Toes, TopCare, Wide Awake and Zöet. Within the portfolio are about a dozen Hy-Vee labels, led by the eponymous Hy-Vee brand and including Hy-Vee Health Market, Angus Reserve, Choice Reserve, Energy Edge, Hickory House, Mealtime, One Step, Prime Reserve, Select, Short Cuts and True, as well as Hy-Chi Frozen.

Related:Publix expands GreenWise brand with new plant-based meats

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like