Hy-Vee, the West Des Moines-based grocery chain, has made history by launching what experts believe to be the first comprehensive health and wellness subscription service offered by a U.S. grocer. For $99 monthly with a three-month commitment, their "Healthy You" subscription transforms the traditional grocery experience into a holistic wellness destination, offering bi-monthly personalized nutrition counseling with registered dietitians, preventive health screenings for cholesterol and A1c, cooking workshops, on-demand workout programs, and personalized grocery guidance based on individual health profiles. This innovative approach positions grocery stores as health partners rather than just food suppliers, creating a new category that could reshape how we think about preventive healthcare while boosting profits on traditionally low-margin groceries through strategic subscription-based customer loyalty.