Food Lion wants to spur better-for-you purchases

Dive Brief:

Food Lion is encouraging shoppers to buy healthy products by partnering with Healthy Savings, a national health and wellness program, to provide discounts on fresh produce, whole grains, lean meats, yogurt and more.
The program kicked off in Food Lion locations in Virginia this week and will expand to all of its stores across nine states in the coming weeks.
Shoppers who use their Heathy Savings card at checkout will automatically receive the savings. Under the program, insurers, employers, government entities and non-profits partner with 14,000 brands and stores to offer lower prices on better-for-you foods. Members can save more than $50 a week without having to clip coupons.

Dive Insight:

Americans are interested in eating healthier, but many need a push towards that goal. Grocers that can help shoppers lead healthier lives by providing motivation and a roadmap to follow can secure long-term loyalty.

A 2017 Centers for Disease Control and Prevention study found that only 12.2% met the recommendation for fruit consumption and 9.3% met the recommendation for vegetables. That number only gets lower when looking at adults below or close to the poverty level. The International Food Information Council Foundation’s 2018 survey found that cost is one of the key barriers to making healthy grocery choices.

The Healthy Savings program, which debuted in 2013, allows members of partner health plans to receive significant discounts on nutritious items. Shoppers scan the free app at checkout and the discounts are applied instantly. The Healthy Savings network includes more than 200 food companies, health plans, employers and grocers.

Food Lion is joining other grocers in the program. Most recently, Piggly Wiggly in the Midwest began working with Healthy Savings in May. Hy-Vee, Cub Foods, Giant Food and Pick 'n Save also participate in the program.

Food Lion has been promoting healthy choices in many of its stores already through its “Easy, Fresh and Affordable” strategy. The program includes an expansion of the grocer’s local, natural and organic items as well as an added selection of Nature’s Promise meats, seafood and international items. The chain has also remodeled stores with added grab-and-go items and a new focus on fresh and local foods.

By the end of this year, more than 800 Food Lion stores — roughly 80% of its footprint — will be updated under the "Easy, Fresh and Affordable" program.