Dive Brief:
- Hy-Vee has launched a ship-to-home site offering more than 5,000 better-for-you products, as well as wellness tips, according to a press release Thursday.
- WholeLotta Good ships items like vitamins, health food and beauty products to the contiguous 48 states, and offers free delivery on orders over $49, according to its website.
- This is the latest in a series of ship-to-home sites Hy-Vee has rolled out as it seeks to expand its sales beyond the Midwest.
Dive Insight:
Hy-Vee, which for years has offered dietitian services and in-store wellness sections, is hoping its latest health-focused offering will resonate with shoppers across the country.
WholeLotta Good offers grocery items, vitamins and supplements, household supplies, fitness tools and beauty products. There’s a dedicated section for Performance Inspired, the line of fitness-geared supplements fronted by actor Mark Wahlburg, and for Hy-Vee’s new gluten-free private label line, Good Graces.
The site also features blog posts written by Hy-Vee dietitians. Recent entries cover the benefits of avocado oil, how to add more vitamin D into diets and advice on incorporating more plant-based foods into meal plans.
Hy-Vee has now announced three ship-to-home services as it aims to reach shoppers beyond the Midwest. Last month, the grocer introduced a pet products site and began offering household goods and groceries through its Hy-VeeDeals.com site. The company also recently started a telehealth and prescription delivery service.
Other expansion plans include building stores in four new states over the next year. News leaked last month that the company plans to open stores in Indiana, Tennessee, Kentucky and Alabama, with 21 locations opening in these states by 2025. The company confirmed the news shortly after.
