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Hy-Vee Expands New HealthMarket Banner to New Markets

Hy-Vee Expands New HealthMarket Banner to New Markets



MADISON, WI - America’s Dairyland is about to be produce-ified if Hy-Vee has anything to do with it. After introducing its first-ever Hy-Vee HealthMarket store to the industry last year, the retailer’s CEO Randy Edeker revealed that the grocer planned to open 50 to 60 locations of its small-format banner. This week, the next stop on the expansion tour was announced—that of Sun Prairie, Wisconsin, according to local news source Madison.com.

Riding the wave of the consumer-driven health craze, the HealthMarket banner features in-store health clinics, pharmacies, and fitness studios

According to Edeker, the Hy-Vee HealthMarkets are about twice the size of the health food sections found at conventional Hy-Vees and offer only 11,000 fresh items, including produce, meal kits, and meat and dairy items. Riding the wave of the latest consumer-driven health craze, the HealthMarket banner also features in-store health clinics, pharmacies, and fitness studios—giving shoppers a good excuse to wear yoga pants to the grocery store! I mean, we don't need an excuse, but still!

While its counterpart in West Des Moines was 15,700 square feet, the new Sun Prairie location is expected to be 19,650 square feet. In addition, the project will take place on a six acre lot, with the store holding court on the corner of West Main Street and Grand Avenue and sharing space with a separate 6,500-square-foot Hy-Vee Fast & Fresh convenience store and fuel pumps.

Construction on the new location begins in April.

Where will Hy-Vee take its innovative banner next? AndNowUKnow will continue to keep you up-to-date on our industry’s comings and goings.

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