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HEB Selling 'Celebration 100' Merchandise Online

SAN ANTONIO, Texas – H.E. Butt Grocery Co. is dabbling in online retailing with an "HEB Celebration 100 Online Store" that offers to ship some namesake nonfood merchandise anywhere in the country. The new online store, which is currently being promoted with a pop-up ad on, joins HEB's other limited online retailing offerings, such as the HEB Cafe Ole Coffee Shop.

"We created the Celebration 100 store after we kept getting requests for HEB merchandise, like our 'Made in Texas Cookbook,'" spokeswoman Kate Rogers told Progressive Grocer. "There are people from the Midwest who spend their winters in Texas during the colder months, and then want to get the cookbooks for themselves or friends. We also get requests from people who used to live in Texas and have moved away."

In addition to the cookbook, which includes 190 recipes submitted by HEB customers and Texas celebrities, and retails for $19.05, HEB is selling a limited-edition HEB Celebration 100 Birthday Bear on the site for $9.99. The online store should be live at least through the end of November, and a few more items will soon be added, according to Rogers.
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