WEST DES MOINES, Iowa — Hy-Vee is expanding its health-focused food offerings with the launch of Dietitian Dishes, a new line of frozen, medically tailored meals developed by the retailer’s team of registered dietitians.
The meals, now available in the frozen section of Hy-Vee’s HealthMarket departments and online, are designed to support customers managing chronic health conditions or seeking more structured, better-for-you meal options. The initial lineup includes more than 15 single-serve entrees made with whole-food ingredients and formulated to align with dietary needs such as heart-friendly and diabetes-friendly eating plans.
Menu options include items such as Egg Roll in a Bowl, Braised Beef, Mediterranean Chicken and Spicy Layered Chicken Enchiladas. All are designed as heat-and-eat meals that can be prepared in five minutes or less in a microwave, addressing convenience as well as nutrition.
“Dietitian Dishes make healthy eating easier, especially for individuals who are just learning how to navigate chronic conditions like diabetes or heart disease,” said Elisa Sloss, assistant vice president of HealthMarkets and dietitians at Hy-Vee. “These dietitian-inspired entrees offer convenient, nutritious meal solutions that are packed with delicious flavor, contain key nutrients and can be prepared within minutes.”
Hy-Vee said it is among the first grocers nationwide to develop and launch its own branded line of medically tailored meals, marking another step in its broader strategy to integrate health and wellness more deeply into the grocery experience. The new product line builds on the retailer’s stated mission of making customers’ lives “easier, healthier and happier.”
The introduction of Dietitian Dishes follows other recent health initiatives at Hy-Vee, including the rollout earlier this year of an online food scoring system designed to help shoppers quickly identify better-for-you options while browsing digitally. The company also continues to offer personalized nutrition counseling through its network of registered dietitians, with services available both in person and virtually and insurance billing offered where applicable.
Hy-Vee indicated that the Dietitian Dishes assortment will continue to grow over time, with plans to add more meal options tailored to specific health conditions and dietary needs. As demand increases for food solutions that combine medical guidance, convenience and retail accessibility, the grocer is positioning its in-house dietitian expertise as a differentiator within the frozen foods aisle and the broader health-and-wellness landscape.
