Kroger Unveils App that Combines Nutrition, IDs Healthy Options

The Kroger Co.’s latest app, OptUP, helps the grocer’s customers make more informed, healthier purchase decisions.

The app “puts nutritional information at your fingertips and makes finding and buying better-for-you products easier and simpler," said Colleen Lindholz, president of pharmacy and The Little Clinic, Kroger’s in-store health clinic.

A growing number of consumers are seeking out healthier food options whether they’re dining in or eating or preparing meals at home. According to the Global Market Development Center, technology has made the average shopper a more health and wellness-minded consumer. With endless amounts of information at their fingertips, shoppers are looking for items that promote healthy practices, education and self care.

The app is part of the retailer's larger health and wellness initiative, Wellness Your Way platform in support of Restock Kroger (its plan to redefine the food and grocery customer experience in America), "As part of redefining the customer experience, we are encouraging our shoppers to engage in a balanced, holistic approach to self care," said Lindholz.

Kroger’s actions illustrate a larger trend where retailers are positioning themselves as partners in their customers’ health and wellness journey. A growing number of grocery stores offer in-store registered dietitians, nutritional shelf tags, cooking classes and guided store tours.

OptUP app features include:

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

The app was created in-house. "OptUP is a collaboration among our health, tech, digital and 84.51° teams," said 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."

Kroger said it will continue to improve the OptUP app, which is available for iOS and Android, adding more features and greater personalization for customers' specific health needs and preferences. 

The Cincinnati-based company operates 2,793 retail food stores under a number of banners in 35 states and Washington, D.C., employing 453,000+ associates.