WEST DES MOINES, Iowa — Hy-Vee has introduced a new private label brand, Nothing But The Truth, expanding its portfolio of health-focused store brands aimed at shoppers seeking transparency, taste and value in better-for-you foods.
The new line underscores Hy-Vee’s ongoing investment in private brands as the retailer responds to rising consumer demand for cleaner labels and clearer ingredient standards. According to the company, Nothing But The Truth is designed to offer products made with high-quality ingredients while remaining accessible on price.
The brand was developed internally by Hy-Vee’s team of registered dietitians and features products that are primarily organic, plant-based, non-GMO, low in sugar and high in protein. Hy-Vee said the line adheres to clean-label standards and excludes more than 150 ingredients, including high-fructose corn syrup, artificial additives and artificial dyes.
“Customers are increasingly looking for foods that are healthy with high-quality ingredients,” said Elisa Sloss, assistant vice president of Hy-Vee’s HealthMarket department and dietitian services. Sloss, a registered dietitian, played a key role in the development of the brand. She said the new line supports Hy-Vee’s broader goal of making healthy eating more affordable and approachable.
Nothing But The Truth will roll out in phases, beginning with a selection of organic Italian products imported directly from Italy, along with snacks, chips, condiments, breakfast items and grain-based products. Additional pantry staples and trend-driven items are planned as the line expands.
The brand will serve as a cornerstone of Hy-Vee’s HealthMarket department and will be featured prominently on store shelves and in displays. Packaging highlights key nutritional attributes and dietary callouts, a strategy Hy-Vee said is intended to simplify decision-making for shoppers and reinforce the brand’s emphasis on transparency.
Over time, Hy-Vee plans to extend Nothing But The Truth into seasonal and limited-time offerings, with the goal of driving repeat visits and sustained customer engagement.
Hy-Vee is an employee-owned retailer operating more than 560 business units across nine Midwestern states. The company generates more than $14 billion in annual sales and employs more than 70,000 people.
