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There’s More to Heinen’s.

Discover a brand new online experience at! Easily explore your local store’s offerings, personalized Tasteful Rewards, inspiring fresh recipes and stories, and new ways to shop your favorite Heinen’s products.

Become a Tasteful Rewards Member

When you become a Heinen’s Tasteful Rewards™ member, you’ll receive exclusive Weekly Specials and earn rewards and discounts that please your palate. It’s our way of thanking you for shopping at Heinen’s. You’ll also be able to link an existing Instacart account to your new Tasteful Rewards account.

Link Your Instacart and Tasteful Rewards Accounts

Click the Tasteful Rewards Login/Register button that’s located at the top-right corner of your screen

Select Register and complete the registration form

From your account profile, select Import Account Info

You’re all set!

What’s New

Local Store Pages

Easy to find local store information.

Updated Experience

Streamlined customer information, including Personalized Rewards.

Inspiration and Recipes

Inspiring meal ideas, tips and more.

Grocery Pick-up or Delivery

Enhanced online shopping solutions.


Why am I being asked to update my account?

The Tasteful Rewards experience requires existing users to update their password in order to access the new and improved platform which now includes personalized rewards and streamlined account information.

What if I’ve never registered my Tasteful Rewards account on before?

Registering your account is easy and requires only your Tasteful Rewards card and email address to get started.

What if I’m not a Tasteful Rewards member?

Now is a great time to sign up! To learn more about Tasteful Rewards and register, visit our Tasteful Rewards page.

Can I link my Heinen’s account to my Instacart account?

Yes! If you have an Instacart account, you can access your Instacart information to help improve your shopping experience with Heinen’s. You’ll have access to your Instacart: Express Membership — Free deliveries over $35!, saved credit cards, delivery addresses and order history from Heinen’s. To link your account, visit this page and then click the “Import Account Info” button.

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