Hy-Vee offers $99 monthly health and wellness subscription

The latest health- and wellness-focused offering is a monthly subscription called Hy-Vee Healthy You.
A Hy-Vee storefront.
  • Hy-Vee has launched a new $99 monthly subscription. 
  • The health- and wellness-focused subscription offers in-store and virtual services.
  • Hy-Vee has continued to invest in its health care offerings and has focused on dietary needs of consumers.

Hy-Vee has launched Hy-Vee Healthy You, a monthly subscription service focused on health and wellness. 
The grocer in a May 3 release announced the monthly service, which will cost $99 per month. Hy-Vee said the service was designed by its on-staff dietitians and offers services that include nutrition counseling and preventative health screenings, among other services. The program offers both virtual and in-person services, and some are available in Spanish, the release said.

According to Hy-Vee, the subscription offers: 

  • two half-hour appointments with a dietitian each month to discuss health and wellness goals.
  • access to more than 40 fitness videos.
  • on-Demand freezer meal workshops.
  • wellness classes.
  • product and recipe recommendations
  • nutrition programs geared toward health habits, blood sugar and weight management.
  • access to a private portal to chat with dieticians. 
  • two health screenings annually at participating Hy-Vee locations 

It’s the latest health-minded program from Hy-Vee, which like many essential retailers, has increased its role in the health care space. As Retail Leader reported, Hy-Vee in April opened its first infusion clinic, which offers treatments for an array of conditions related to rheumatology, gastroenterology, pulmonary, neurology, dermatology, oncology and other chronic diseases.

In March, Hy-Vee began piloting test-to-treat for COVID-19 and flu. Other health care efforts include Hy-Vee KidsFit, a free program for children created by dietitians to promote physical activity and healthy choices. It also, since 2021, has operated RedBox Rx, a subsidiary that offers telehealth and online health services. Hy-Vee since 2014 has operated the Ambert Speciality Pharmacy chain, which has 19 locations across the U.S. 

The retailer in the May release noted it operates more than 190 in-store HealthMarket departments that focus on specialty dietary items, such as gluten-free, dairy-free and plant-based products. The grocer said in-store dietitians can also offer store tours and product recommendations. It also operates the e-commerce platform WholeLottaGood, which sells vitamins, supplements and fitness equipment, Hy-Vee said.