The Kroger Co. is leaning into the burgeoning personalized nutrition trend with the introduction of OptUp, a new data-based app designed to help consumers make more informed, healthier purchase decisions.

The OptUp app provides personalized product recommendations, scans and searches items to find nutrition facts and product alternatives, and adds better-for-you options to consumers’ digital carts 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,” said Collen Lindholz, president of pharmacy for Kroger. “The app puts nutritional information at your fingertips and makes finding and buying better-for-you products easier and simpler. As part of redefining the customer experience, we are encouraging our shoppers to engage in a balanced, holistic approach to selfcare.”

The app also scores groceries using nationally recognized dietary guidelines and input from Kroger’s registered dietitians, the company said. 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. Kroger dietitians recommend customers have a cart mix that is at least 50% green category products.

Additionally, Kroger’s OptUp app allows consumers to view their household OptUp score, which ranges from 0-1,000, reflecting a customer’s purchase history over the past eight weeks. The ideal score, Kroger said, is 600 or better.

Kroger app 2“OptUp is a collaboration among our health, tech, digital, and 84.51° teams,” said Yael Cosset, chief digital officer for Kroger. “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 plans to continually improve and update the OptUp app, adding more features and personalization for consumers’ specific health needs and preferences.