business news in context, analysis with attitude

Kroger has launched OptUP, which it describes as “an innovative data-driven app that helps customers make more informed, healthier purchase decisions,” which is designed to help consumers identify relevant nutrition facts and product alternatives.

Collen Lindholz, Kroger's president of pharmacy and The Little Clinic, says that the “OptUP app is transformational for the food retail industry” because it “puts nutritional information at your fingertips and makes finding and buying better-for-you products easier and simpler.” And Yael Cosset, Kroger's chief digital officer, says that “the data-driven app creates a more transparent and educational experience for our customers, continuing our commitment to help Americans shop, eat, and live healthier on their terms.”

According to the announcement, “OptUP product scores are based on a nationally-recognized dietary standard—enhanced by Kroger's registered dietitians. The product score range is between 1-100. Products in the green category score 71 or better and are lower in saturated fat, sodium, sugar, and calories, and may be higher in fiber, protein, and fruit/vegetable, or nut content. The yellow category range is 36-70 while the red category ranges from 1-35. Kroger's registered dietitians recommend customers have a cart mix that is at least 50 percent green category products. OptUP scores range from 0-1000, reflecting a customer's purchase history over the past eight weeks. The ideal score is 600 or better.”

Kroger says it plans to “continue to improve the OptUP app, adding more features and greater personalization for customers' specific health needs and preferences.”
KC's View: