Hy-Vee Named Frozen & Refrigerated Buyer’s Retailer of the Year – Image for illustrative purposes only (Image credits: Pixabay)
West Des Moines, Iowa-based Hy-Vee marked its 95th anniversary by reaffirming a customer-first approach that continues to set the Midwest grocer apart. The chain, which runs more than 560 stores across nine states, recently received Frozen & Refrigerated Buyer magazine’s Retailer of the Year award. The honor highlights strong performance in frozen and refrigerated departments, a clear emphasis on health and wellness, and a merchandising strategy that adapts to local preferences.
Customer-First Philosophy Drives Everyday Decisions
Hy-Vee operates with a simple internal rule that every employee learns early: if you are not directly helping a customer, you should be assisting someone who is. Senior Vice President of Communications Tina Potthoff described this mindset as the foundation for all store operations. The approach has helped the retailer maintain steady growth even as competition in the grocery sector intensifies. This philosophy shows up in practical ways shoppers notice. Store teams focus on keeping frozen and refrigerated aisles well stocked with items that match current demand for convenient, nutritious meals. The result is a shopping experience that feels responsive rather than generic.
Frozen Categories Expand With Protein and Convenience in Mind
Consumer interest in higher-protein foods has lifted several frozen sections at Hy-Vee. Beef, chicken, and natural-ingredient breaded poultry rank among the fastest-growing items, according to Senior Vice President of Merchandising Doug Mezger. Shoppers also find more frozen desserts, appetizers, pastas, and breads that fit busy weeknight schedules. Ice cream remains a standout category. The retailer has added better-for-you options such as Halo Top, Yasso, and Protein Pints while keeping premium choices like Ben & Jerry’s, Häagen-Dazs, and Van Leeuwen on the shelves. This mix allows customers to choose between indulgent treats and lighter alternatives without leaving the aisle.
HealthMarket Format and New Merchandising Initiatives
More than 180 Hy-Vee locations now feature the HealthMarket store-within-a-store concept. The format gathers organic, specialty, and better-for-you products in one area and places registered dietitians nearby to answer questions. Recent updates have shifted the focus toward minimally processed and clean-label items. Near the pharmacy, new endcaps highlight products suited for GLP-1 users, including protein shakes, probiotics, and digestive-health items. These displays reflect growing shopper interest in weight management and gut health. The retailer has also partnered with the FoodHealth Company to assign nutrient-density scores to more than 60,000 products, helping customers make informed swaps through the Hy-Vee app.
Private-Label Lines and Local Flexibility Add Distinct Value
Hy-Vee continues to grow its own brands with clear health standards. The Nothing But The Truth line excludes more than 150 ingredients, including high-fructose corn syrup and artificial additives. Recent additions include organic frozen fruits and vegetables, with plans for frozen pasta and Italian desserts under the Gustare Vita label. A new Dietitian Dishes line offers medically tailored frozen meals developed by in-house dietitians. These calorie-conscious, high-protein options support heart-friendly and diabetes-friendly eating plans. Convenience items such as Tavern Inn frozen pizzas and 15-minute meal kits have also gained traction. Store directors retain significant autonomy to adjust assortments based on local demand. One recent success involved Iowa-based Pie Mates frozen Australian pies, which sold quickly after placement outside the main freezer aisle. The retailer further supports emerging suppliers through annual summits that connect small businesses with buying teams.
Practical Takeaways for Regular Grocery Shoppers
Hy-Vee’s recognition underscores several trends that matter to everyday customers. Protein-rich frozen meals, clean-label options, and dietitian-guided selections are becoming easier to find in one store. The combination of national brands, private-label innovation, and local flexibility gives shoppers more choices that align with health goals without sacrificing convenience. As the retailer builds on its 95-year history, these frozen and refrigerated improvements position it to meet shifting consumer needs in the years ahead.
