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 heb.com/select.

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.