Nutrition Business Journal

Hy-Vee Initiatives Result in Healthy Supermarket Sales

We are definitely changing our branding message,” said Chris Friesleben, assistant director of communications for Hy-Vee Inc. (Des Moines, Iowa). “We want people to really focus on health and wellness, which doesn’t mean we don’t have a potato chip aisle, but we want everyone to be cognizant of the link between food, diet and their health.”

Last year, Hy-Vee generated $5.3 billion sales from its 224 stores, including 199 supermarkets and 26 drugstores. As of late Jun

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