Hy-Vee Announces 1,000 Clean Honest Ingredients Products

Midwestern-grocer Hy-Vee, announced this past week that as part of its Clean Honest Ingredients label initiative, it will eliminate more than 200 artificial ingredients or synthetic chemicals in 1,000 Hy-Vee label products by July 2018.

A handful of these private label food items can already be found in Hy-Vee stores, and customers can look for the Clean Honest Ingredients logo to easily identify them.

“Hy-Vee takes great care to provide our customers with authenticity and transparency when it comes to the products in our stores,” said Jeremy Gosch, Hy-Vee’s executive vice president strategy and chief merchandising officer. “As the demand increases for food products that contain natural, familiar and simple ingredients, we are doing our best to meet those expectations within our Hy-Vee label offerings.”

High fructose corn syrup, artificial flavors and colors, and partially hydrogenated oils are just a few of the ingredients that will not be found in these products. Items will remain in current Hy-Vee brand packaging with the addition of the Clean Honest Ingredients logo.

Currently available Hy-Vee products with the Clean Honest Ingredients logo include ketchup, almond butter, tortilla chips and bottled tea. The complete transition of all 1,000 items is scheduled for July 2018.

To learn more about the Clean Honest Ingredients initiative, customers may view the complete list of excluded ingredients online or contact their local Hy-Vee in-store registered dietitian.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.