Kroger partners with bitewell to ‘opt up’ its nutrition program
bitewell’s Food Health Score algorithm incorporates “many variables,” by considering two main factors: nutrient density and ingredient quality from nutrition facts panels and ingredient lists, explained Sam Citro-Alexander, CEO, bitewell to FoodNavigator-USA.
The company combines various foods and beverages from restaurants, grocery stores and meal delivery services, providing users digital access to options that align with specific nutritional goals, such as weight management, blood sugar control or other dietary considerations.
bitewell's system applies the same scoring method across diverse items, from fresh produce to packaged foods. While there are some exceptions, like water, which requires specific scoring rules, the algorithm’s comprehensive approach ensures “sensible scores” across categories, Citro-Alexander said.
By factoring in both nutrient density and quality, bitewell’s algorithm captures a balanced, nuanced view of each food’s value, Citro-Alexander said.
She added that bitewell’s scoring approach avoids outright bans for consumers and instead encourages balance and choice.
bitewell's scoring considers nutrition 'complexity' for OptUP
bitewell’s scoring updated Kroger's capabilities by taking “in the complexity … that influences the healthfulness of a product,” and provide recommendations and an “overall OptUP score," explained Laura Brown, Kroger's director of nutrition, to FoodNavigator-USA.
Prior to bitewell, Kroger used its own scoring algorithm since 2017 to evaluate the "complexities of the nutrition label and ingredient list," scoring products from one to 100 — the higher the number, the healthier the food option, Brown said.
The yogurt aisle, for example, contains a variety of nutrition options where the average score is a 50. A previous iteration of OptUP prompted shoppers to “opt up” to a yogurt scoring between a 55 or 60, Brown explained.
However, Brown pointed out that Kroger’s previous scoring system presented limitations around accuracy and coverage of products in stores, adding that bitewell's algorithm will provide consumers with a more comprehensive view of a food's nutrition value.
What is bitewell's scoring system?
bitewell's guidance system uses four scored-based categories to help consumers determine how often to include certain foods in their diets. Foods that score:
- 80 to 100 are “Go for it” foods encouraged for frequent consumption throughout the day;
- 50 to 79 are categorized as “eat often” foods that can be eaten everyday but perhaps not every meal;
- 21 to 49 are “slow down” foods that are encouraged to be consumed mindfully but with limited frequency; and
- Below 20 are “limit” foods and recommended for sporadic enjoyment without guilt but not daily or weekly
Making nutrition transparency easier for consumers
Through Kroger’s OptUP program and food health scoring, the retailer helps its customers identify healthy options in-store, online and on the OptUP app for Kroger stores nationwide and its banner stores. Further, Kroger Health’s registered dietitians also use the scoring system in virtual sessions to educate customers on selecting healthier products, Brown said.
She added that the program’s personalized recommendations will help consumers make “tiny improvements over time because that is how behavior change happens.”
Citro-Alexander emphasized that bitewell’s integration will help consumers “achieve what they are looking to achieve” and “find the food that is right for them” in a convenient and accessible way, which will help strengthen customer loyalty.
With online grocery shopping, consumers are more likely to buy products and brands they are familiar with and tools like OptUP can help introduce consumers to new options, which benefits the consumer, retailer and brands, she added.
