A Look Back at 2024: 16 Exciting Additions to Heinen’s Brand
Quality, value, and variety are the key ingredients in the recipe for our family of products!
Whether you’re restocking on everyday essentials, looking for a quick meal for a busy night, or searching for a specialty food to impress guests at a dinner party, our brand features thousands of best-in-class products for every person, price point, and occasion.
Hand-vetted by our experts, we’re always on the lookout for new finds to satisfy our customers’ cravings! Take a trip down our aisles and discover the Heinen’s products that hit shelves in 2024!
Bakery
Heinen’s Cleveland Cassata Cake
2024 was the year cassata cake finally returned to Heinen’s! Sold exclusively in our Bakery, the trusted team at Michigan Pastry Company studied beloved Cleveland bakeries and took their findings back to the kitchen to create Heinen’s own Cleveland Cassata Cake.
What’s the difference between regular cassata cake and Heinen’s Cleveland Cassata Cake? Our cake uses strawberries instead of candied fruit, custard instead of sweet ricotta, and whipped cream instead of marzipan. Our recipe stays true to the Cleveland style that has been popular for many years, but don’t worry, it’s available in our Illinois stores too!
Heinen’s Take and Bake Cookies
For anyone who wants to enjoy scratch-made baked goods, but doesn’t have the time or skill, we created Heinen’s Take and Bake Cookies! Featuring the same all-butter dough we bake in stores, our three take and bake varieties allow customers to enjoy our best-selling cookies fresh from their own ovens, no mixing bowls or measuring cups required. The package is freezer-friendly too, so you can stock up for when your sweet tooth calls.
Available in Chocolate Chip, Peanut Butter, and Honey Oatmeal Raisin.
Deli
Two Brothers A2 Grass Fed Organic Block Deli Cheeses
The popularity of A2 dairy grew fast in 2024, so we expanded our assortment into the Deli. Easier to digest than traditional cheese thanks to milk sourced from 100% grass fed USA Guernsey cows, our Colby Jack and Medium Raw Cheddar Organic A2 Block Deli Cheeses are sandwich and slider essentials. Located behind the deli counter, ask an associate to prepare the slices to your preferred thickness.
Available in Colby Jack and Medium Cheddar.
Frozen
Heinen’s Frozen French Fries, Breakfast Potatoes, and Onion Rings
Our customers loved our frozen steakhouse, straight cut, and crinkle cut fries so much, we couldn’t resist adding to the hot and crispy collection! Whether you’re making a breakfast hash or in search of a side for hotdogs, brats and burgers, these oven and air fryer-friendly fries, breakfast potatoes, and onion rings are an effortless way to complete a meal in minutes.
New Varieties include Shoestring French Fries, Sweet Potato Fries, Onion Rings, Tater Tots, and Diced Breakfast Potatoes.
Heinen’s Frozen Fruit
Nutritious, delicious, and frozen at peak ripeness to maintain optimal freshness, our assortment of frozen fruit has flown off our freezer shelves for years. In 2024, we made exciting changes to our beloved lineup by adding new single-fruit varieties and multi-fruit blends to our assortment and packaging every item in newly designed bags! Each new and existing variety maintains Heinen’s brand standards of being free of preservatives, artificial flavors, and synthetic colors, so you can continue to feel good making our frozen fruit the star of smoothies, cereal, overnight oats, yogurt bowls, and desserts.
New varieties include Organic Mango Chunks, Organic Berry Medley, Organic Blueberries, Strawberry Banana Blend, and Tropical Kale Blend.
Heinen’s Organic Riced Vegetables
If you’ve shopped our selection of riced vegetables before, you’ll be thrilled to know that 2024 brought improvements to our packaging that will save you time and dishes. Available in the same three varieties you know and love, our organic riced vegetables transitioned into steam bags for convenient cooking and quick cleanup. Easy to store in the freezer, they’re the perfect low-carb rice alternative to toss in the microwave for simple side dishes, fried rice, or baked casseroles.
Available in Steam in Bag Organic Riced Cauliflower, Steam in Bag Organic Riced Broccoli, and Steam in Bag Organic Riced California Mix.
Grocery
Heinen’s Cooked Organic Jasmine Rice Bowls
We knew that customers appreciated the convenience of our Organic Cooked White Rice, White and Red Quinoa, and Brown Rice bowls, so we added an Organic Cooked Jasmine Rice Bowl to the lineup for more variety. The single serving container is ready in only 90 seconds and contains zero artificial flavors or synthetic colors. Perfect for meal prep, simply pop it in the microwave and serve it with your favorite Mexican or Asian-inspired dishes!
Heinen’s Rice and Side Dishes
In addition to expanding our line of cooked rice bowls, we completely overhauled our assortment of traditional rice and side dishes with more than 15 delicious varieties to meet any need and flavor profile. As a bonus, these new items offer the same quality you expect of Heinen’s products for half the cost of competing brands! From everyday bagged rice to flavorful boxed varieties, stock your pantry with a mix of options to keep mealtime exciting.
Boxed Rice: Original Rice Pilaf, Spanish Rice Pilaf, Pearled Basil & Herb Couscous, Pearled Roasted Garlic & Olive Oil Couscous, Roasted Garlic & Olive Oil Couscous, Roasted Chicken & Garlic Rice Pilaf, Garlic & Herb Rice Pilaf, and Chicken Rice Pilaf
Instant Boxed Rice: Enriched White Rice and Whole Grain Brown Rice
Minute Boil Bag Rice: Enriched White Rice and Whole Grain Brown Rice
Additional Options: “Quick Cook” Scarified Brown Rice, Jasmine White Rice, Long Grain Brown Rice, and Enriched Long Grain White Rice
Meat
Heinen’s 100% Ground Beef Frozen Burgers
Heinen’s started as a butcher shop in 1929, so we know a thing or two about burgers! Our made-fresh-in-house Fan Favorite Gourmet Burgers have been beloved by customers for years, but sometimes you just can’t make it to the store to grab them for dinner. Our 100% Ground Beef Frozen Burgers are the solution for busy people who want a Heinen’s-quality burger without making a special grocery run. These frozen 1/4 lb. patties are made from our high quality, CARE Certified beef and taste delicious between a Heinen’s brioche bun or on a salad.
Available in a 6 pack.
Prepared Foods
Heinen’s Daily Bites Complete Meals
In 2023, we introduced Heinen’s Daily Bites: a one-stop shop for freshly prepared meals featuring an assortment of pre-packaged, ready-to-heat and ready-to-eat items sorted into five foodie categories for easy mixing and matching. Customers loved this offering, but as their lives got busier, they craved more convince. Our Prepared Foods Department heard their call and created Heinen’s Daily Bites Complete Meals: a convenient solution for lunch or dinner that offers 28 oz. single serve containers of our most sought-after prepared entree and side combinations.
Our lineup of meals includes something for every family member, with options such as Chicken Tenders with Mac and Cheese, Beef Stroganoff with Egg Noodles, and Glazed Meatloaf with Mashed Potatoes and Green Beans.
Featured meals include Beef Stroganoff with Egg Noodles; Chicken Broccoli and Penne Alfredo; Chicken Tenders with Mac and Cheese; Glazed Meatloaf with Mashed Potatoes and Green Beans; Pork Schnitzel with Cabbage and Noodles; Smoked Sausage with Cabbage and Noodles; Stuffed Cabbage with Mashed Potatoes and Green Beans; Sundried Tomato Chicken with Mashed Potatoes and Green Beans; and Vegan Nugget and Cauliflower Rice Bowl.
Produce
Heinen’s Organic Super Energy Salad Blend and Organic Power Trio Salad Blend
Long lasting, incredibly fresh, and loaded with nutrients, our assortment of packaged produce salads have become weekly staples on our shoppers’ grocery lists, so we expanded our offering with an Organic Super Energy Salad Blend (kale, baby spinach, and green and red chard) and an Organic Power Trio (baby spinach, kale, and arugula). USDA Organic, triple washed, and ready to enjoy in salads and smoothies or on pizza and sandwiches, these blends make getting your daily dose of greens refreshingly easy.
Specialty Cheese
Heinen’s Hand-Selected Fresh Goat Cheese Log
Created exclusively for Heinen’s by the award-winning Mackenzie Creamery, located in Hiram, Ohio, our Hand-Selected Fresh Goat Cheese Log is one of the creamiest, smoothest cheeses we welcomed in 2024. This natural, hand-crafted artisan cheese is rich in protein and healthy dairy nutrients, but the goat cheese goodness doesn’t stop there. It evenly spreads onto crackers, toast, and veggies for a snack, and can easily elevate a variety of recipes from cheesecake, to chicken and waffles, to mini goat cheese balls, and more.
Heinen’s Hand-Selected Organic A2 Grass Fed Havarti and Gouda Cheeses
During the winter of 2023, our line of Heinen’s Hand-Selected Organic A2 Grass Fed Cheeses took off quickly with our customers, which allowed us to expand our assortment with two new unique varieties in 2024. Handcrafted using 100% A2 Heritage milk from pasture raised Guernsey cows, our Organic A2 Grass Fed Havarti and Gouda cheeses added diverse flavor to our assortment while upholding the organic, easily digestible, and grass fed attributes of their original A2 counterparts.
Wellness
Heinen’s Juice Shots
Whether it’s to maintain health or battle a cold, juice shots have gained undeniable popularity among everyday consumers. We’ve always believed that “food is medicine,” which is why we developed our own line of juice shots that deliver a concentrated dose of nutrients from cold-pressed, vegan and vegetarian ingredients. Featuring an Organic Cold Pressed Turmeric Ginger Immunity Shot to reduce inflammation and fight seasonal germs, an Organic Cold-Pressed Wheatgrass Juice Shot to amplify antioxidants, and a Collagen Juice Shot with Cold-Pressed Aronia, Blackberry, and Pineapple to boost your natural collagen production, these clean-ingredient shots offer a host of wholesome benefits for your health. Find them in the refrigerated juice aisle near the Wellness Department.
Available in Organic Cold Pressed Turmeric Ginger Immunity Juice Shot, Organic Cold Pressed Wheatgrass Juice Shot, and Collagen Juice Shot with Cold Pressed Aronia, Blackberry and Pineapple.
Heinen’s Vitamin and Supplement Line Extension
Millions of Americans support their health and wellness with vitamins and supplements, but it can be hard to know which ones are best for you. No matter where you’re at on your wellness journey, we continue to formulate options to support common needs. As a result, we extended our line of Heinen’s vitamins and supplements in the Wellness Department to include Advanced Blood Sugar Support, Advanced Stress Support, Kids Chewable Calm Vitamins, and more. If you’re interested in exploring our vitamins and supplements, don’t hesitate to ask our Certified Wellness Consultants for guidance. And, as always, make sure to consult your physician before beginning a new vitamin or supplement.
New varieties include 60 ct. Advanced Blood Sugar Support, 60 ct. Advanced Stress Support, 30 ct. Advanced Brain Support, 30 ct. Kids Chewable Calm Vitamin, 60 ct. Heinen’s Blood Support with Superfoods and 60 ct. Vitamin D3 K2 125 MCG 100 MCG.
