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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.

Already a Tasteful Rewards Member?

With the all-new website, the Tasteful Rewards program has been updated to a new platform—but don’t worry, we have you covered! If you’ve already registered your account online, all you have to do is reset your password. This will update your records and ensure that you’re getting all the same benefits and more from Heinen’s.

How to Reset Your Tasteful Rewards Password

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

Select Forgot Password to reset your password

Follow the prompts to create your new password

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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