The Kroger Co., Cincinnati, introduced OptUP, a data-driven app that helps customers make more informed, healthier purchase decisions.

"Kroger's new OptUP app is transformational for the food retail industry," says Collen Lindholz, president of pharmacy and The Little Clinic. "The app puts nutritional information at your fingertips and makes finding and buying better-for-you products easier and simpler."

Key features of the OptUP app include:

  • "Scoring" groceries using nationally-recognized dietary guidelines;
  • Receiving personalized product recommendations;
  • Viewing household OptUP score;
  • Scanning and searching items to find nutrition facts and product alternatives; and
  • Adding better-for-you options to your digital cart for curbside pickup or delivery.

"The OptUP app is a part of Kroger's recently-launched Wellness Your Way platform in support of Restock Kroger," adds Lindholz. "As part of redefining the customer experience, we are encouraging our shoppers to engage in a balanced, holistic approach to self-care."

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.

"OptUP is a collaboration among our health, tech, digital and 84.51° teams," says Yael Cosset, chief digital officer. "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."