SAN ANTONIO — H-E-B has begun major campaigns to hone its value proposition and identity as a healthy food destination.

H-E-B has begun major campaigns to hone its value proposition and identity as a healthy food destination.

The supermarket chain has launched “Compare Our Prices to Anyone,” a pricing campaign that it said "invests millions of dollars in lowering thousands of prices and offering more savings for customers in 2012." It also kicked off “Healthy at H-E-B,” an initiative to improve shopper health by providing fresh, healthy and affordable food that’s easy to prepare.

Via the pricing effort, H-E-B plans a range of savings opportunities, and bold, new signage and banners will alert customers to the Compare Our Prices to Anyone campaign as they enter stores.

Shoppers will see prices cut on many H-E-B and national brand products across the store and be offered savings during the year via coupons, weekly ad specials, “Meal Deals,” “Combo Locos” and My H-E-B Rx Rewards.

"We recognize that times are still tough for many of our customers. Making their food dollar stretch is a top priority. This investment in lower prices ensures Texas residents continue enjoying some of the lowest food prices in the nation," stated H-E-B president and chief operating officer Craig Boyan. "Our commitment to everyday-low prices is something H-E-B customers have always been able to count on, but in 2012 they will also see renewed energy around making healthy eating more affordable," he added.

Healthy at H-E-B will serve up special offers on healthy food plus fitness groups, events and competitions throughout the year. H-E-B said it’s investing about $20 million in lower prices on fresh produce and is introducing Healthy Savings meal solutions, packages of fresh ingredients with recipes for healthy meals for four that cost under $10 after a $4 coupon.