The Wisconsin State Journal reports that Hy-Vee has received the necessary approvals to build a new 19.650 square foot Health Market store in the community of Sun Prairie, which will include, along with a supermarket, “a health clinic, pharmacy and a fitness studio.” The property’s footprint also will include “a separate 6,500-square-foot Hy-Vee Fast & Fresh convenience store with fuel pumps.”

According to the story, Hy-Vee “debuted its HealthMarket concept last summer in West Des Moines, Iowa. The store, according to the company's website, includes sports nutrition and supplements, fresh produce, meat and dairy items, meal kits and frozen foods. In addition it offers high-end cosmetics and Basin natural beauty and body care products. The store has also partnered with Orangetheory Fitness while the facility also has nitro cold-brewed coffee, kombucha, and a Bevi infused-water machine.”

CEO Randy Edeker has said that he envisions opening as many as 50 or 60 Heath Markets.

KC's View: I really like this idea conceptually. It plays to a growing consumer trend and, if properly implemented, could be a powerful growth engine for Hy-Vee.