Private Labels Surge as Shoppers Prioritize Health (Image Credits: Flickr)
West Des Moines, Iowa — Hy-Vee Inc. unveiled Nothing But The Truth, a new private label brand aimed at delivering transparent, nutritious foods at accessible prices.[2]
Private Labels Surge as Shoppers Prioritize Health
Private label sales hit a record $282.8 billion in 2025, outpacing national brands and signaling a shift toward value-driven, quality options.[2] Hy-Vee tapped into this trend with Nothing But The Truth, responding to demands for products that balance wellness and affordability. Consumers now scrutinize labels more closely, favoring items free from unnecessary additives.
The brand positions itself firmly in the better-for-you category. It reflects Hy-Vee’s strategy to expand its private offerings amid rising interest in clean eating. Stores across nine Midwestern states now stock these items prominently.[3]
Dietitians Shape a Transparent Product Line
Hy-Vee’s registered dietitians crafted Nothing But The Truth from concept to shelf. This in-house expertise ensured every formulation aligned with nutritional goals. Elisa Sloss, assistant vice president of the HealthMarket department and dietitian services, highlighted the initiative’s focus.
“Customers are increasingly looking for foods that are healthy with high-quality ingredients,” Sloss stated. “Nothing But The Truth delivers on Hy-Vee’s promise to make healthy living accessible and affordable.”[2] The line emphasizes premium packaging that calls out key benefits, aiding quick decisions at the store.
Core Features and Initial Offerings
Products feature primarily organic, plant-based, non-GMO ingredients that stay low in sugar while boosting protein. The brand adheres to clean-label principles by excluding more than 150 problematic items.
- High-fructose corn syrup
- Artificial additives
- Artificial dyes
Initial rollout brought pantry essentials and trendy picks to shelves. Shoppers found organic Italian imports, alongside snacks, chips, condiments, breakfast items, and grain products.[4][3] These selections anchor the HealthMarket section, with phased expansions planned.
Future updates will introduce seasonal and limited-time options to keep the assortment fresh and engaging.
Strategic Placement and Broader Impact
Nothing But The Truth occupies eye-level spots in Hy-Vee’s HealthMarket areas. Bold displays and informative labels reinforce its commitment to clarity. This visibility helps it stand out against national competitors.
The launch bolsters Hy-Vee’s private brand portfolio, which already emphasizes quality over hype. Affordable pricing ensures broad appeal, making premium nutrition reachable for families. As private labels continue dominating sales charts, initiatives like this one shape grocery trends.
Hy-Vee’s move underscores a retail pivot toward dietitian-backed innovation. Nothing But The Truth not only meets current cravings for purity but sets a benchmark for future store brands.
Key Takeaways
- Dietitian-developed with organic, plant-based focus and no artificial additives.
- Debuts with Italian organics, snacks, condiments, and grains at value prices.
- Excludes over 150 ingredients to prioritize transparency and health.
What do you think about Hy-Vee’s latest push into clean-label groceries? Share your thoughts in the comments.
