This November, Hy-Vee’s registered dietitians have named plant-powered foods their Dietitian’s Pick of the Month, in partnership with the Plant Based Foods Institute (PBFI). The campaign runs for the month of November and highlights a dietitian-selected set of everyday foods that provide protein and fiber together: convenient plant-based meats, tofu, canned beans, and plant-based milks.
At a time when more and more shoppers are looking to meet their protein and fiber goals, the primary message of the campaign is about adding plant-powered options to boost the nutrition in family favorites this month: A can of white beans goes into the soup, lentils go into the stuffing, plant-based crumbles go in chili, crispy tofu joins the appetizer tray. Each sits alongside the dishes families already make and provides a flavorful boost to familiar favorites.
Helping Shoppers Find Plant Powered Options
Hy-Vee has launched a new plant-based proteins page on Hy-Vee.com and in the Hy-Vee app, created with PBFI’s support. Shoppers can browse dietitian-recommended products in four categories, starting at under a dollar a can for beans. They’ll also find five quick meal ideas and dietitian answers to common questions about plant-based protein. Through November, Hy-Vee will promote the campaign on digital channels and in-store.
Connecting Messaging with Data to Fuel Insights
This campaign is designed as a test as well as a promotion. The central question is whether credible, nutrition-forward messaging from a trusted retailer changes what people buy and we will be tracking performance to inform future initiatives. This is a first for PBFI, and we’ll share results in early 2027. If you live in the Midwest, swing by one of their hundreds of stores across the region and pick up some plant-based foods today.
