The Kroger Co. has launched a mobile app to help customers make smarter decisions in grocery shopping for health and wellness.
Called OptUP, the free app provides users with a score indicating a product’s nutritional and/or health attributes based on nationally recognized dietary guidelines enhanced by Kroger registered dietitians, the Cincinnati-based supermarket giant said Monday.
OptUP is now available chainwide for iOS and Android device users via the Apple App Store and Google Play store. The app made its public debut in a soft launch in the spring.
"Kroger's new OptUP app is transformational for the food retail industry," said Colleen Lindholz, president of pharmacy and The Little Clinic at Kroger. "The app puts nutritional information at your fingertips and makes finding and buying better-for-you products easier and simpler."
Products are scored 1 to 100, with a higher number assigned to healthier items. Customers scan products via the app to find a product’s score and enter it to tally their total. “Green” category products 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 ranges from 36 to 70, and products in the “red” category run from 1 to 35.
Kroger said its dietitians recommend a cart mix with at least 50% green category products. Total OptUP scores, which range from 0 to 1,000, reflect a customer's purchasing history over the past eight weeks and act as a guide for customers in developing better-for-you grocery shopping habits. The ideal score is 600 or better, according to Kroger.
"The OptUP app is a part of Kroger's recently launched Wellness Your Way platform in support of Restock Kroger," Lindholz added. "As part of redefining the customer experience, we are encouraging our shoppers to engage in a balanced, holistic approach to selfcare."
Other key features of the OptUP app include the ability to receive personalized product recommendations, view your household OptUP score and track your progress, scan and search items to find nutrition facts and product options; and add better-for-you alternatives to a digital cart for curbside pickup or delivery.
“OptUP is a collaboration among our health, tech, digital, and 84.51° teams,” Kroger Chief Digital Officer Yael Cosset said. "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."
Kroger said that, going forward, it aims to add more features to OptUP and provide more personalization for customers to address specific health needs and preferences.
Learn more about online grocery shopping/delivery and meal solutions at the inaugural SN Summit, held Oct. 1-3 in Dallas, the only conference where food retailers and restaurateurs learn from each other.