With the app, nutritional information is at the shopper’s fingertips, said Colleen Lindholz, president of Kroger Health. “Kroger’s new OptUP app is transformational for the food retail industry,” she said.
The app is a part of Kroger’s recently launched Wellness Your Way platform in support of the retailer’s Restock Kroger initiative, Lindholz said. “As part of redefining the customer experience, we are encouraging our shoppers to engage in a balanced, holistic approach to self care.”
According to Kroger, OptUP gives users the ability to:
- Score groceries by using nationally recognized dietary guidelines.
- Receive personalized product recommendations.
- View the household OptUP score.
- Scan and search items to find nutrition facts and product alternatives.
- Fill a digital cart with merchandise for curbside pickup or delivery.
OptUP product scores are based on a nationally recognized dietary standard, which was enhanced by Kroger’s registered dietitians, the company said in a statement.
Scores range from 1 to 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.
Products in the “yellow” category have scores ranging from 36 to 70, while scores between 1 and 35 place a product in the “red” category.
Kroger dietitians recommend that products in the green category comprise at least half of a shopper’s cart at checkout.
OptUP scores range from zero to 1,000, reflecting a customer’s purchase history over the most recent eight-week period. Kroger dietitians say the ideal score is 600 or better.
“OptUP is a collaboration among our health, tech, digital and 84.51° teams,” said Yael Cosset, Kroger’s 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.”
Customers can download the free OptUP app through the App Store and Google Play store.
Kroger said it will continue to improve OptUP by adding features and giving the app greater personalization capabilities for customers’ specific health needs and preferences.