Kroger launched a data-driven nutrition app by the name of OptUp, which provides consumers with a wealth of personalized nutritional information that can be used to make healthy, informed purchasing decisions.
The OptUp app uses a scoring system based on nationally recognized dietary guidelines to make it easy for consumers to quickly and easily identify better-for-you products in-store. With the app, consumers are also able to see their own household OptUP score, get personalized product recommendations and conduct searches for healthier alternatives. The app also lets consumers add items to a digital cart for pickup or delivery.
The new app was launched as part of Kroger's Wellness Your Way platform, which ultimately aims to empower shoppers with a holistic approach to self-care.