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    Private brands a growing priority for Hy-Vee

    West Des Moines, Iowa-based chain touts new store brand lines in interview with Store Brands’ sister publication Progressive Grocer

    By Store Brands
    It's Your Churn is one of Hy-Vee's two premium private brand ice cream lines.

    At West Des Moines, Iowa-based Hy-Vee, private brands are growing in importance, said Donna Tweeten, the chain’s executive vice president, chief marketing officer and chief customer officer, in an article in Store Brands’ sister publication Progressive Grocer

    “Our emphasis will be more and more on control brands and continuing to focus on the quality of the product,” Tweeten told Progressive Grocer, which named Hy-Vee the publication’s 2017 Retailer of the Year. “We’ve got a control label called It’s Your Churn ice cream. It’s as good as anything out there at its level in the category. We have Til the Cows Come Home premium ice cream.”

    Other new Hy-Vee store brand lines include Peaceful Piranha (popcorn and other salty snacks) and Gustare Vita (a line of imported Italian foods). The retailer is also placing more emphasis on fresh-prepared food in a variety of formats (grab and go, food court stations, etc.) and on meal kits.

    To learn more about why Progressive Grocer chose Hy-Vee as its Retailer of the Year, read this article.

    By Store Brands
    • About Store Brands Store Brands delivers the strategic and tactical information retail executives need to develop and support compelling, differentiated store brand programs. From industry trends and opportunities to innovation tools and store brand success stories, Store Brands provides actionable ideas for maximizing quality and profitability in store brand programs.

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