Hy-Vee rolls out private brand Good Graces

Hy-Vee is unveiling a brand new private brand. 

Good Graces, available at all Hy-Vee stores, will launch with a full range of gluten-free products for customers.

The company noted that budget-friendly offerings exclusive to Hy-Vee provide high-quality, gluten-free products at an affordable price, which helps make a gluten-free diet more attainable for customers.

[Read more: Hy-Vee dietitians to host events, provide A1C screenings] 

Currently, a selection of more than 30 gluten-free products from Good Graces are already available at all of the retailer’s locations, with an additional 60 gluten-free items in development.

Offerings part of the line include such frozen consumables as pizzas, breaded chicken nuggets and pasta entrees; such pantry staples as pasta, soup, oatmeal, pretzels, white cheddar puffs and granola; baking items including almond flour, coconut flour and coconut sugar; and six different baking mixes hitting shelves in mid-November.

The gluten-free line will also include such holiday-themed items as stuffing, French fried onions and condensed soups, the company said. 

[Read More: Target’s Good & Gather adds plant-based options]

“The demand for gluten-free products continues to rise, and Good Graces provides a high-quality and affordable selection of products,” said Darren Baty, executive vice president and chief merchandising officer for Hy-Vee. “This expansive product line ensures gluten-free options are accessible for everyone.”

Additional Good Graces product lines are planned to launch in the coming months, the company said.