After marking its 95th anniversary, Hy-Vee has revived its iconic helpful smile in every aisle slogan as part of a broader reaffirmation of its customer-first operating philosophy — a strategy increasingly differentiating the Midwest grocer in a highly competitive retail landscape.
The West Des Moines, Iowa-based retailer, which operates more than 560 stores across nine Midwestern states, has been named Frozen & Refrigerated Buyer magazine’s Retailer of the Year, with recognition focused on the strength of its frozen and refrigerated departments, health and wellness positioning, and localized merchandising strategy.
“We operate using a customer-first mentality,” said Tina Potthoff, Senior Vice President of Communications, highlighting the company’s long-standing internal mantra: “If you’re not helping a customer, you should be helping someone who is.”
Hy-Vee’s frozen business is benefiting from accelerating consumer demand for protein-rich and clean-label foods. According to Senior vice president of Merchandising, Doug Mezger, frozen beef, chicken, and natural-ingredient breaded poultry are among the chain’s fastest-growing categories, alongside convenience-led products including frozen desserts, appetizers, pastas, and breads.
Ice cream remains one of the retailer’s standout categories. Hy-Vee has expanded indulgent and health-oriented assortments, adding better-for-you brands such as Halo Top, Yasso, and Protein Pints, while continuing to support premium labels including Ben & Jerry’s, Häagen-Dazs, and Van Leeuwen.
In refrigerated, dairy continues to anchor performance, supported by local sourcing relationships and growing consumer demand for high-protein yogurt and cottage cheese products.
A major differentiator for Hy-Vee remains its HealthMarket store-within-a-store concept, launched in the early 2000s and now operating in more than 180 locations. The format centralizes organic, specialty, and better-for-you products while integrating registered dietitians into the shopping experience. The retailer has increasingly shifted the HealthMarket strategy toward minimally processed products and clean-label standards. New merchandising initiatives include GLP-1-focused endcaps near pharmacies featuring protein shakes, probiotics, and digestive-health products, reflecting rising consumer interest in weight management and gut health.
Hy-Vee has also expanded its digital nutrition capabilities through a partnership with the FoodHealth Company. More than 60,000 products have now received FoodHealth Scores ranging from 1 to 100 based on nutrient density and ingredient quality. Since launch, the retailer reports more than 32,000 customer “item swaps” to higher-scoring products through the Hy-Vee app.
Private-label development is another major growth engine. The company has expanded its health-focused Nothing But The Truth line, which excludes more than 150 ingredients, including high-fructose corn syrup, artificial additives, and dyes. Recent additions include organic frozen fruits and vegetables, while further launches are planned in frozen pasta and desserts imported from Italy under the Gustare Vita label.
Hy-Vee has also introduced Dietitian Dishes, a medically tailored frozen meal line developed by its in-house dietitians to support heart-friendly and diabetes-friendly eating plans. Products include calorie-conscious, high-protein meals designed for consumers focused on blood sugar management and GLP-1-related weight goals.
Convenience remains central to the retailer’s innovation pipeline. Hy-Vee Tavern Inn frozen pizzas have become the company’s fastest-growing frozen private-label category, while the retailer has also rolled out 15-minute meal kits and a new Cozy Spoon soup range featuring 17 varieties with lower sodium and no artificial coloring.
The retailer’s regional structure continues to provide a competitive edge. Hy-Vee gives individual store directors autonomy to localize assortments and support emerging brands, enabling stores to react quickly to local demand trends. One recent example involved Iowa-based Pie Mates frozen Australian pies, which gained rapid traction after being merchandised outside the traditional freezer aisle.
Hy-Vee is also actively cultivating new supplier relationships through its business summits for entrepreneurs and emerging brands. At its latest Opportunity Supplier Impact Summit, attended by 70 small business owners from across the U.S., approximately 80% of participants reportedly received a business offer from the retailer.
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