Each year, nutrition becomes an even bigger focus for consumers as they shop the grocery aisle. With more consumers on the lookout for healthy and better-for-you options, Kroger is helping them achieve this through a new partnership with bitewell, the FoodHealth Company. Kroger is introducing bitewell's FoodHealth Score to Kroger customers nationwide, offering its shoppers a fast and reliable way to evaluate the nutritional value of their food before purchasing.
"Kroger and bitewell are united in our desire to improve the nutrition security of millions of people," said Jim Kirby, Chief Commercial Officer at Kroger Health. "This initiative uses modern technology to give customers the knowledge they need to make better decisions every day. With this expanded service, Kroger and bitewell are setting a new standard for nutrition transparency, while empowering customers to gradually change the way they eat."
bitewell's FoodHealth Score rates foods from 1 to 100 based on multiple factors, including nutrient density and ingredient quality, a press release explained. Through this partnership, Kroger shoppers will be able to view the FoodHealth Score of an item while shopping online or within the Kroger app, simplifying the shopping experience by helping them easily identify foods that align with their health goals.
Customers with a digital account can view their past purchases' FoodHealth Score and analysis of their purchasing trends through their "Nutrition Insights" online, the release added. The new introduction is an extension of Kroger’s innovative OptUP Nutrition Program.
"We are excited to collaborate with bitewell to make advancements that power the OptUP Nutrition Program," added Laura Brown, Kroger’s Head of Nutrition. "This improved resource will help us deliver better access and information to our customers, hopefully leading to improved health outcomes."
As part of its commitment to advancing Food as Medicine, Kroger introduced its OptUP program in 2017. The color-coded program helps customers evaluate the nutritional value of their food purchases and discover better-for-your products. The introduction of the bitewell FoodHealth Score elevates this program with a broader range of nutritional attributes and an enhanced sourcing algorithm.
"People need help navigating nutrition while they shop for food," says Samantha Citro-Alexander, Chief Executive Officer of bitewell. "We've all been there—standing in front of an aisle wondering, 'Which of these is actually healthy for me?’ The FoodHealth Score makes it fast and easy to answer that question."
Click here for more details regarding this nutrition-focused collaboration.
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