Nov. 12, 2021

Hy-Vee has launched a private brand, starting with gluten-free products.

They’re sold under the Good Graces label and are designed as “high-quality, gluten-free products at an affordable price, which helps make a gluten-free diet more attainable for customers,” the company said in a statement.

More than 30 Good Graces gluten-free products are available in all Hy-Vee stores, with 60 more in development.

Offerings include frozen items such as pizzas, breaded chicken nuggets and pasta entrees, along with pastas, soups, oatmeal, pretzels, white cheddar puffs and granola. Baking items such as almond flour, coconut flour and coconut sugar, as well as six baking mixes, will be available beginning in mid-November. The gluten-free line also will include holiday staples such as stuffing, french-fried onions and condensed soups.

“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 in the coming months.