H-E-B Selects a New Brand

H-E-B this month unveiled a private-label line comprising over 300 products presented as free of artificial sweeteners, synthetic ingredients, certain food coloring such as Red 40 and Yellow 5, and high-fructose corn syrup.The grocer created the H-E-B Select Ingredients brand in response to shopper desires for items that lack synthetic additives."As the number one food provider in Texas, it is H-E-B's goal to be responsive to our customers who are seeking the highest quality in food choices at the lowest possible prices," Martin Otto, chief merchant and chief financial officer for H-E-B said in a media release.The products are stamped with a green checkmark on the front of packaging to denote their incorporation. The packaging also lists ingredients included as a substitute for artificial additives and synthetic food products.H-E-B said it hopes to grow the line to over 400 SKUs by the end of the year; it already includes items such as Greek yogurt, ice cream, nuts, crackers, hummus, cereal, teas, lemonades and meat.In stores, ceiling signs, aisle violators, cooler clings and endcap headers spotlight the exclusion of artificial flavors and additives in the product line. The individual SKUs are merchandised unceremoniously on shelves.A back-page feature in H-E-B’s Sept. 14 circular unveiled Select Ingredients and advertised a bevy of SKUs within the line. TV spots starring H-E-B vice president Reade Ahrens (see above) support the debut.Online, Instagram and Twitter updates from H-E-B tout the launch. A dedicated Select Ingredients web page at heb.com/select lists additives included and absent from the new private label, and directs shoppers to an e-commerce page for the brand. A Sept. 20 email from H-E-B offered a printable coupon for $3 off a purchase of $20 worth of Select Ingredients. A carousel ad for Select Ingredients on heb.com rounds out the digital effort.

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