Hy-Vee Launches WholeLotta Good Wellness Online Store


Midwest grocer Hy-Vee launched its third home delivery e-commerce site in the past three weeks.

Called WholeLotta Good, and located at wholelotta.com, the website sells an assortment of more than 5,000 dietitian-approved health and specialty products and ships orders directly to homes nationwide, West Des Moines, Iowa-based Hy-Vee said Thursday.

Offers available through WholeLotta Good include food and beverages, vitamins and supplements; health, beauty and personal care products; environmentally friendly household cleaners and laundry detergents; and fitness items such as workout equipment, light weights, body racks and massagers and yoga mats. The site also features a blog written by
Hy-Vee Registered Dietitians, who provide snack and meal ideas, health and wellness tips, and advice on mindfulness and stress reduction.

WholeLotta Good ships to all 50 states, Hy-Vee said, noting that no membership is required and orders over $49 are eligible for free shipping. The site also offers a subscription option for additional savings as well as a tool for customers to shop on a special diet.

“Hy-Vee customers know that when they visit our stores, they can find a full line of products to support their healthy lifestyle goals,” Chairman and CEO Randy Edeker said in a statement. “With the launch of WholeLotta Good, we can now bring our expanded offerings to customers nationwide through one convenient, affordable and easy-to-use site. It’s part of our mission to make life easier, healthier and happier.

Hy Vee

No membership is required for WholeLotta.com, and orders over $49 are eligible for free shipping.

In December, Hy-Vee announced the launch of two Hy-Vee home delivery services, Hy-VeeDeals.com and ShopPetship.com, which sell bulk groceries, household items and pet care products to shoppers nationwide.

ShopPetship.com, which offers pet food, treats and supplies, marked Hy-Vee’s first online subscription service. Hy-VeeDeals.com, an existing website, aggregates all of Hy-Vee’s weekly advertisements, digital coupons and special offers, but the digital store now also offers bulk products that can be shipped directly to customers across the country.

Also in December, Hy-Vee launched RedBoxRx, a new subsidiary that provides low-cost telehealth and online pharmacy services nationwide.

The new sites reflect Hy-Vee’s ongoing efforts to create product categories and service destinations, both online and in-store. Over the past few years, the retailer has introduced ‘store within a store’ concepts for a range of brands, most recently with fitness equipment manufacturer Johnson Fitness & Wellness. Others include Pair of eyeglass kiosks; In-Store Nail Salons The W Nail Bar; Shoe Stores DSW Designer Shoe Warehouse; clothing, accessories, footwear and beauty care departments under Loblaw Co.Fashion brand Joe Fresh; and shops and displays offering bath and beauty products from the premium brand Basin.

Overall, Hy-Vee operates more than 285 grocery and pharmacy stores in various formats in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. . The company generates annual sales of over $12 billion.

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