Dive Brief:
- Hy-Vee is offering a free fitness program for kids as schools remain closed due to the coronavirus pandemic, according to a company press release.
- Hy-Vee KidsFit will release 15- to 20-minute videos seven days a week that include physical activities and interactive games for children. A new video will be shared every day at 9 a.m., and a certified personal trainer employed by Hy-Vee will lead videos.
- The program launched in 2015 to promote health, fitness and nutrition for kids. The company said more than 400,000 children have participated since it began.
Dive Insight:
As school closures loom for the foreseeable future, Hy-Vee is looking to lend parents a hand and add a little structure to their kids’ days. In a statement, Hy-Vee’s personal trainer Daira Driftmier said the company hopes the videos will provide a productive outlet for children during this time.
Hy-Vee is posting its videos to its Helpful Smiles TV network website, which features several other TV series and videos from the grocer. The kids' program also has its own site.
The move aligns with a few others the Midwestern retailer has made recently to play a more integral role in its customers’ health. In addition to KidsFit, Hy-Vee offers dietitian-led cooking classes just for kids at many of its brick-and-mortar stores.
Other initiatives include launching a standalone health-focused banner with Hy-Vee HealthMarket and employing in-store dietitians. The retailer is also known for offering health screenings and helping customers manage diabetes.
To address the COVID-19 outbreak, Hy-Vee has also announced it will give front line employees a 10% bonus, two weeks of "job protective leave" for those who catch the virus and access to telehealth services. It is also temporarily suspending its return and exchange policies to prevent contaminated goods from entering stores during the outbreak.
