Thoughts on Cross-Selling at HEB

As someone who has been in marketing for awhile, and been shopping gluten-free, I feel like HEB is not taking full advantage of their gluten-free options. Although I really commend them for having a gluten-free special section both in non-perishables and frozen products (most of them), they are missing out on some great opportunities to sell to the gluten-free community. There are multiple products that are gluten-free throughout the store that aren't put in the gluten-free sections, and they taste better than much of what is there! Again, I understand that companies negotiate for these spots, but it can't hurt to suggest right?

The first section I think that could use a face lift is the frozen section. First of all, props for having a gluten-free end-cap, whoo. BUT...some of the best items aren't in there, instead there are like 8 faces of Rudi's gluten-free sandwich bread. I suggest adding the Cedarlane omelettes (two are gluten-free and in the breakfast section) and the Amy's gluten-free macaroni and cheese (at the end of the prepared meals section) - no offense but should be at least next to the Glutino variety. Another thing to note is that they have half of an end cap dedicated to Applegate farms - awesome - gluten-free chicken nuggets, sausage, etc. but it's hidden on the back-end. This could definitely have at least 2 frozen gluten-free slots.

As for the non-perishable section there are quite a few opportunities; for example, simple things like corn tortillas, but also the less obvious, like some of the Asian products. There are some Thai Kitchen box meals and sauces that have gluten-free on the labels but aren't cross-sold in the gluten-free section. Another good example would be some of the meal bars (like Zing, Lara, etc) and definitely some of the gluten-free highlights like the Nut Thins Chips which are as close to Doritos as we get...

Finally, another option is to be more diligent about the "gluten-free" label. At HEB it is brown and is put at SOME of the items that are gluten-free but not all of them. I mean Tostitos, almonds, and popcorn are all gluten-free but newly diagnosed individuals may not know that.

In summary, I feel like HEB stores could really bank with gluten-free customers who are just looking for a decent shopping experience and some great options. Having everything in one place is something you never think about until you have such an uphill shopping battle. I'm sure HEB isn't the only one, in fact I think they do better than most, but I got there regularly and just thought I'd provide some insight :) Thank you grocery stores for caring about us!!