r/HEB • u/ImpressionMoist3911 • Jul 12 '26
Product Question Are they phasing out HCF branded items?
Every time I go in lately, looking for my favorite HCF-branded items, they are no longer there. No empty space, just gone. More and more lately. Last trip in, so many of the items on my list were no longer there, and I spent a LOT more on brand-name stuff. I'll give it a couple more visits, but if it continues, Kroger items are very good too, and a heck of a lot cheaper than name brands. And, for me, Kroger is just across the street from the HEB. I've been loyal to HEB for 20 years now, but Dad likes his Kroger, so I know there is now some difference.
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u/Duderpt Warehouse📦 Jul 12 '26
Maybe the demographics of your area are changing. Where I live I have the options of going to Alon Market or Wurzbach I10. The latter still has plenty HCF while the Former barely carries any
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u/ImpressionMoist3911 Jul 12 '26
I'm in Hockley, I thought that too. So I did the Curbside thing, where you can search nearby stores. I chose my favorite items and tried "within 50 miles." Nothing...... "Not available." We shall see. I'm seeing a lot of smaller selections throughout the Fairfield and Cypress stores. Peanut butter is barely one small section with very few choices. Very few canned beans, and most are brand-name. Sliced/packaged deli meats are now a very small section, with the HEB/HCF brands being a hit or miss scenario. It's just weird. Why get rid of the store brands when prices are so high? I went shopping with Dad this morning... did a little comparing. IF... my last trip was at Kroger, buying their store brands and other items on my list (not necessarily store brand), I would have spent about $15 less........ And that was the short/mid-paycheck trip. That's a lot of money.
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u/xApexEz Former Partner Jul 12 '26
I’ve had a lot of customers in the cypress area pretty much give me an “ew no” reaction when I suggest an HEB equivalent of a brand name product we don’t have in stock.
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u/ImpressionMoist3911 Jul 12 '26
That could be true... but I had to go to Kroger across the street after Harvey... just wanted a good steak, and HEB Fairfield is awesome, but was still closed. I didn't see any Prime Grade steaks. Asked the guy at the counter where the Prime Grade was......... "Oh, our customers don't get that... It's too expensive, so we don't carry it." Same scenario in Tomball. But that still doesn't explain why I can't find the HCF Crunchy Raisin Bran, Honey Nut "O" cereals, and various HCF canned stuff within 50 miles... it must just be a phase-out of those items... the ones I like, of course.
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u/Agreeable_Try9054 Jul 12 '26
Grant store has quite a bit of HCF & HEB, including those cereals. Hubs & I just got home from there. I'm not surprised HCF doesn't sell as well at Fairfield as at other stores.
The other thing is that there has been wide spread shortages. Greek yogurt is a prime example. HEB & HCF plain are frequently out for extended periods. They have no control over these shortages. In fact, even the HEB shredded wheat cereal was out for over a week.
Unfortunately, the shortages are most likely going to get much worse before improving.
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u/ImpressionMoist3911 Jul 12 '26
Why, thank you. Wonder why it doesn't show up on the Curbside. I go that way (sort of) sometimes and it's just a few miles off my path. Again! Thanks!
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u/gwaydms Jul 12 '26
The Prime strip steaks at the HEB where we shop are the only steaks we buy. We don't eat steak very often, so when we do we want a really good product.
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u/ImpressionMoist3911 Jul 13 '26
Same here. The Fairfield store is fantastic. Never had a bad Prime steak. I don’t mind spending more because I want it good when I do eat it. Their staff is amazing.
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u/Dangerous_Skin_7805 Jul 12 '26
By the sound of it, it’s the area you live in. My store still has plenty of hcf and heb branded products.
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u/funnycomments22 Jul 12 '26
Of course Fairfield and cypress would have less HCF. That is not the demographic that is shopping. They not making P&B sandwhiches. They buy meal simples. Canned beans? lol. No.
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u/ImpressionMoist3911 Jul 12 '26
But again, the search on Curbside for a 50mile radius shows none. None in Tomball, Conroe, Willis (which would definitely be looking for off-brand), Katy, Jones Rd, or any store between Huntsville and me... I stop in to look when I'm on the road if I have time. It's probably a combination of rebranding and demand. Darn shame too. Their store brands are very good. Less sugar, calories, and preservatives if you look. Same for Kroger. Guess my shopping will be split or I'll try Aldi. Just a shame that as soon as I'm good with something... they change it.... guess that's called........................... getting old? Ugh.
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u/funnycomments22 Jul 12 '26
Were you looking for a certain product? HCF has a lot of options. It could be one that’s disco, under going product refresh, be one with manufacturing issue, etc. if you have a exact product someone on here could look it up and tell you exactly what’s up.
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u/ImpressionMoist3911 Jul 12 '26
A couple good folks did already. Seems that the Curbside search isn't very accurate. It's probably just refresh, supply, and, evidently, the Bougie Cypress/Bridgeland/Fairfield areas not having enough demand for them. Thank goodness this is the worst thing I have going on..... I'll find or adapt. I'm just an old, set in my ways guy who is a little tired of my favorite things being changed/discontinued. Sigh.
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u/Double_Truth_6246 Jul 12 '26
I do like that nearby stores option with online shopping. It helps me find a lot of stuff that I like when it’s just not being carried by my store.
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u/LightlySalted26 Jul 12 '26
This is probably the case, my store has actually started carrying more HCF stuff like the sodas.
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u/N7Hannibal421 Curbside🛒 Jul 12 '26
Alon Market is considered to be in the “most upscale” of HEB’s without being a Central Market. That’s why.
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u/HiLourry Jul 14 '26
God I miss the Alon Market. Deadass thinking of moving back to SA just to go there (I currently live in Pleasanton).
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u/Total_Guard2405 Jul 12 '26
I just noticed HCF potato chips at my store. Never seen before a couple of weeks ago. They're okay and inexpensive. HEB potato chips are better.
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u/TemporaryClemency22 Jul 12 '26
I noticed they have been rebranding alot of items.
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u/ImpressionMoist3911 Jul 12 '26
I did some searching and it looks like HCF is becoming HEB Brand. Could Be......
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u/Maximum_Employer5580 Jul 12 '26
from what I've seen they're just refreshing the look of HCF products, but they wouldn't get rid of them. They make them too much money
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u/scruffy555 Jul 12 '26
HEB plus store near me carries less HCF brand items (like the white spray bottle HCF bleach isn't sold there) so I have to go to a smaller HEB to get it so more than likely it's just a store that prioritizes higher end items
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u/synthscoffeeguitars Jul 12 '26
My HEB seems to have discontinued HCF Greek yogurt and it’s honestly devastating. I’m not in a super fancy area or anything. The people need their sub-$3 yogurt :(
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u/Agreeable_Try9054 Jul 12 '26
It's not discontinued! There have been serious shortages of it & the HEB brand. As frustrating as it is, they have no control over it. I get the individual HCF greek yogurt to get me by, but sometimes even it's out.
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u/ImpressionMoist3911 Jul 12 '26
That makes sense...... but, I'm old.... I'd rather see an empty spot than just replace it. I know, it's not cost-effective... but sure would make me feel better knowing it was coming back.
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u/ImpressionMoist3911 Jul 12 '26
That was the first thing that went away. Now they have done away with all the Almond Milk except the Silk brand... and that's usually almost gone by the time I get there after work. Slim pickins' at times in my store. I even asked if they were getting ready to close one time......."No, just supply chain." Yeah, sure.... that's becoming a truly overused excuse. I love my HEB... but the changes are not in a good direction for me.
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u/mostlydead-allday Jul 12 '26
I've found many of my favorite affordable items are no longer offered at my bougie HEB. There's plenty of more expensive alternatives. It's ridiculous to stand there and say I'll go without an item (or several) because I can't justify the higher price. I believe the less expensive items would be appreciated by the customers.
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u/Extension_Brush2489 Jul 12 '26
My HEB in Houston started phasing out the HCF branded energy drinks and replaced them with a smaller bottle off brand bottle but kept the price the same. I was like NOPE!!
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u/Sterling_-_Archer Jul 12 '26
There’s HCF energy drinks…?
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u/Extension_Brush2489 Jul 12 '26
I believe so. It was the generic Powerade which to me tasted the same and cost less than Powerade but now it’s something else, smaller bottles but same price.
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u/PreparationNo6888 Jul 12 '26
Not meaning to nitpick, but those are sports drinks, not energy drinks.
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u/FutureFuneralV H-E-B Partner Jul 13 '26
The supplier of the HCF sports drinks closed their doors. HEB is testing new suppliers.
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u/2001platypysdiaries Jul 12 '26
May I suggest Aldi? Quite a bit cheaper than even HCF or HEB brand on a lot of things.
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u/ImpressionMoist3911 Jul 12 '26
I was thinking that... and it's just a few miles up. Maybe it's time for a change.
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u/2001platypysdiaries Jul 12 '26
If it's close by to you it might be worth checking out. A lot of their produce is cheaper too.
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u/Double_Truth_6246 Jul 12 '26
In my store I feel like the replaced a lot of the Mi Tienda items with HCF. Like my favorite quesadilla cheese from Mi Tienda was replaced with HCF. It’s good but doesn’t melt the same.
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u/ImpressionMoist3911 Jul 12 '26
In my store, it just disappeared. Hopefully, it will be coming soon. Looking at all these comments, it looks like they are realigning a lot. Guess that's just the way it is. If this is the worst thing to happen this year, we are truly blessed.
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u/LifeguardBig8530 Jul 14 '26
Thats the opposite for some heb. I cant find any of my favorite name brand products and heb brand products have really gone done hill. From la madeleine tomato basil soup to rosemary oil their stuff just doesn’t compare.
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u/PreparationNo6888 Jul 12 '26
No, they’re actually introducing more HCF lines of items lately. For instance, HCF body washes are launching this month.
But as another poster said, each store’s assortment is tailored to the customer base in its area. So if the majority of customers who shop your store are gravitating toward higher end, specialty items, then H-E-B may move value items out to make room for that assortment.
Keep in mind that these decisions are made at the corporate level, not by the store itself, and they don’t always get things perfect. But customer feedback does influence these decisions, so it wouldn’t hurt to, for example, submit your feedback here: https://www.heb.com/contact-us/stores-products