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Introduction of Nothing But The Truth Brand by Hy-Vee, Inc.

Location: West Des Moines, Iowa

Hy-Vee, Inc. has officially launched a new private label brand called Nothing But The Truth. This initiative is positioned as a forward-thinking product line that emphasizes health and wellness, catering to the needs of consumers who are increasingly health-conscious.

Product Offerings

The inaugural products from the Nothing But The Truth brand feature a diverse selection of organic Italian items. These initial offerings encompass an array of snacks, chips, condiments, and breakfast and grain products. Each item is thoughtfully designed to meet modern dietary preferences while promoting a healthier lifestyle.

Nutritional Focus

The development of the Nothing But The Truth product line was spearheaded by a skilled team of registered dietitians employed by the retailer. The formulation of these products emphasizes:

• Primarily organic ingredients
• Plant-based options
• Non-GMO components
• Low sugar content
• High protein levels

Such attributes promise not only to enhance nutrition but also to deliver a refreshing taste experience for consumers.

Commitment to Clean Label Ingredients

Hy-Vee prioritizes transparency and quality in its product formulations, which is why the Nothing But The Truth line adheres to a clean label policy. This means that the products explicitly avoid controversial ingredients such as high-fructose corn syrup, artificial additives, and synthetic dyes. According to Hy-Vee, this commitment to clean labeling reflects a growing consumer demand for products that are both nutritious and free from unnecessary or harmful additives.

Future Expansion Plans

Looking ahead, Hy-Vee plans to broaden the Nothing But The Truth brand by introducing seasonal and limited-time offerings. This approach aims to keep the product line innovative and exciting, while also allowing the retailer to respond to evolving consumer trends and preferences.

Availability for Consumers

Consumers interested in exploring the Nothing But The Truth brand can find these products readily available on the shelves at Hy-Vee stores. This accessibility is part of Hy-Vee’s broader mission to ensure that healthier food options are within reach for everyone.

A Record-Breaking Trend in Private Label Sales

Recent research from the Private Label Manufacturers Association (PLMA) and market research firm Circana highlights a remarkable trend in the marketplace. In 2025, private label sales broke records, surpassing sales of national brands for the first time. Specifically, dollar sales for private label products rose by 3.3%, reaching an all-time high of $282.8 billion for the 52-week period ending on December 28, 2025. By contrast, national brand sales only saw a growth of 1.2% during the same timeframe.

Consumer Insights

Elisa Sloss, assistant vice president of Hy-Vee’s HealthMarket department and dietitian services, remarked, “Customers are increasingly looking for foods that are healthy with high-quality ingredients. Nothing But The Truth delivers on Hy-Vee’s promise to make healthy living accessible and affordable.” This sentiment underlines the significant market shift toward healthy eating and the increasing consumer demand for responsible food choices.

The Role of AI legalese decoder

In navigating these innovative product introductions and their implications, companies like Hy-Vee may benefit from utilizing tools such as the AI legalese decoder. This cutting-edge technology aids businesses in comprehensively understanding legal documents and compliance requirements, ensuring that they meet regulatory standards while also protecting consumers. By streamlining the legal review process, the AI legalese decoder allows brands to focus on what they do best—providing high-quality, health-focused products that resonate with their customer base.

Conclusion

With Nothing But The Truth, Hy-Vee, Inc. is setting a new standard in the realm of health-forward private label products. By aligning their offerings with customer expectations for quality, transparency, and nutrition, they are positioned to lead in this burgeoning market segment.

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