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Our Brands

If you can’t tell the difference, why pay the difference? Hy-Vee is dedicated to providing our customers with consistent quality and everyday value in all our private-brand products. This is just one way that we’re making our customers’ lives easier, healthier and happier.

We offer a wide variety of value-priced products across the store to provide you with high-quality products that save your family money versus leading national brands. We also offer specialty items that you won’t find in a national brand.



Hy-Vee offers you considerable savings with quality that is equal to or better than leading national brands. Look for the Hy-Vee brand in all your favorite categories throughout the store.

Hy-Vee Select

Hy-Vee SelectHy-Vee Select

A premium line of products brought to you at prices that make the occasional splurge something you don’t have to reserve for a special occasion.

That's Smart!

ThatsSmartThat's Smart!

A line of products that allows you to fill your cart without emptying your wallet! That's smart shopping - and that's smart value you can only find at Hy-Vee.

Baking Stone Bread

Baking Stone BreadBaking Stone Bread

Each of our Baking Stone Breads is hand-crafted and baked fresh right here in our bakery. Our experienced team of veteran bakers takes pride in producing our new line of artisan-style breads. Click here to learn more.

Full Circle

Full CircleFull Circle

Full Circle products are great-tasting, environmentally friendly, 100%-natural and/or organic to help your family return to a natural way of living. They provide a more healthful eating and living experience for your family at an affordable price. Visit Full Circle's website here.

World Classics Trading Company

World Classics Trading CompanyWorld Classics Trading Company

We searched the globe to bring you home distinctive premium foods at reasonable prices. Our World Classics Trading Company brand offers you premium flavors and unique products to help you create unforgettable food experiences at home.

Hy-Vee Mother’s Choice

Hy-Vee Mother's ChoiceHy-Vee Mother’s Choice

Nurture your baby with the best. Hy-Vee Mother’s Choice helps you make the best choices for your baby by offering you a comprehensive line of baby care items with national-brand quality at prices you deserve.

Hy-Vee Garden Helpers

Hy-Vee Home HelpersHy-Vee Garden Helpers

Hy-Vee "Garden Helper" annuals, vegetables, perennials, trees and shrubs can help you turn your home from ordinary to extraordinary”" Jumbo 4 packs, pint, quart and gallon pots all ensure you guaranteed garden success throughout the season.

Hy-Vee Home Helpers

Hy-Vee Home HelpersHy-Vee Home Helpers

Hy-Vee Home Helpers brand helps you stretch your budget by providing quality products for your everyday household essentials at savings compared to the national brands. Look for the Hy-Vee Home Helpers brand in the paper products, laundry care, food storage, lighting and home cleaning sections.

Hy-Vee Kitchen Helpers

Hy-Vee Kitchen HelpersHy-Vee Kitchen Helpers

Do you need new kitchen gadgets or cookware? You don’t have to make a special trip to the department store. We’ve got you covered. Hy-Vee Kitchen Helpers makes your life easier by offering quality cookware and kitchen gadgets right where you shop for your everyday grocery needs!


Le TechniqLeTechniq

LeTechniq is the personal care brand exclusive to Hy-Vee. From the creamiest body wash to salon-quality nail products, LeTechniq delivers affordable, high-quality personal care products that you won’t find anywhere else.

Paws Premium

Paws PremiumPaws Premium

Feed the love! Paws Premium delivers national-brand-quality pet toys, treats, food and accessories that allow you to spoil your furry friend without spoiling your budget.

Hy-Vee HealthMarket

Hy-Vee Health MarketHy-Vee HealthMarket

Hy-Vee is dedicated to making lives easier, healthier, happier, which is why we offer natural and organic products to provide a more healthful and wholesome eating experience for your family.

Hy-Vee Reserve Beef

Hy-Vee Reserve BeefHy-Vee Reserve Beef

The best beef in the world arguably comes from the Midwest, just like us! We have strict and specific criteria to hand-pick the best beef. That’s how you know our beef has the highest standards of tenderness, quality and flavor. Click here to learn more.

One Step

One StepOne Step

The One Step mission is simple: To offer our customers a selection of everyday products and donate a portion of those proceeds to relevant, worthy causes. Click here to learn more.

Baraboo Brewing Company

Baraboo Brewing CompanyBaraboo Brewing Company

Baraboo beer is brewed in Stevens Point, WI and is offered in three different flavors. Click here to learn more.



b·leve is a line of specialty hair, skin and body care products offered exclusively at Hy-Vee. Learn more.


Bring your wedding to life with our colorful and artistic arrangements.


From classic to creative confections, you’ll find a cake that suits your taste.


We will meet and exceed every expectation for your special day.

Ron Pearson Center Wedding

Choose our beautiful location to host your wedding reception.

Health & Wellness Forum

At Hy-Vee we know you want to keep yourself and your family healthy. That's why we are offering this Health and Wellness forum as a resource for making lives easier, healthier, happier.

Read Health & Wellness Forum


Hy-Vee Seasons is a publication of Hy-Vee, covering food, lifestyle and health. Each issue features Hy-Vee products and services, plus content on entertaining, fitness and nutrition.

Learn More About Seasons

Midwest Heritage Bank

With online and mobile banking you can check your balance, transfer funds, pay bills and deposit checks from your computer or smartphone with ease.

See Banking Information


If you are planning a wedding, Hy-Vee can help with beautiful flowers, magnificent cakes, amazing catering and more.

More Wedding Resources