H-E-B Introduces New Private Label: Select Ingredients

H-E-B is introducing a new product line free of more than 200 artificial ingredients and flavors, as well as high fructose corn syrup. Called “H-E-B Select Ingredients,” the product line will have unique packaging that will be easily noticed on the product label.

Some “H-E-B Select Ingredients” are already on store shelves with more than 400 expected to be available by the end of the year.

H-E-B Select Ingredients addresses the growing desire of customers to choose foods with fewer processed ingredients without sacrificing the price, quality and flavor expected from the company’s brand products, many of which are already formulated to meet H-E-B Select Ingredient standards.

“Demand for products without synthetic ingredients has risen exponentially, yet many of these items remain out of reach for customers on a budget,” Martin Otto, chief merchant and chief financial officer at the company, said in a statement. He adds, “As the number one food provider in Texas, it is the company’s goal to be responsive to our customers who are seeking the highest quality in food choices at the lowest possible prices, and that includes products void of synthetic ingredients, high fructose corn syrup and artificial flavors,”.

The new line includes Greek yogurt, ice cream, milk, cereal, snacks, and bread. As ingredient lists are pared down, price, flavor profiles and quality expectations for customers’ favorite products will not change, according to the company. To ensure these products are easily identifiable, each Select Ingredient item will feature a new logo with a large green check mark on the front of the packaging.

Other synthetic ingredients excluded from H-E-B Select Ingredients products include: Red 40, Yellow 5 (and other certified colors); bleached flour; artificial sweeteners such as aspartame; partially hydrogenated oils; BHT, BHA and EDTA (preservatives); and ADA and potassium bromate (dough conditioners).

H-E-B plans to expand the Select Ingredient brand.