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H-E-B Adds Free-from PL Line

H-E-B has introduced a new Select Ingredients line of own brand products that exclude more than 200 synthetic ingredients, high-fructose corn syrup and artificial flavors.

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 H-E-B brand products, many of which already are formulated to meet H-E-B Select Ingredient standards. The new line includes Greek yogurt, ice cream, milk, cereals, snacks, breads, nuts, hummus and more. H-E-B plans to have more than 400 products under the brand on shelves by the end of the year.

Among the synthetic ingredients excluded from these products are Red 40, Yellow 5 and other certified colors; bleached flour; artificial sweeteners; partially hydrogenated oils; preservatives such as BHT, BHA and EDTA; and dough conditioners such as ADA and potassium bromate. A complete list can be viewed at

As ingredient lists are pared down, price, flavor profiles and quality expectations for customers' favorite products will not change. To ensure these products are easily identifiable, each H-E-B Select Ingredient item will feature a new logo with a large green check mark on the front of the packaging.

San Antonio-based H-E-B operates more than 370 stores in Texas and Mexico, with more than 96,000 partners.

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