In a move the company describes as “transformational” for the retail food industry, Cincinnati-based Kroger Co. is launching a new app to help consumers make healthier purchase decisions.

OptUP helps by “scoring” groceries consumers buy using nationally-recognized dietary guidelines and giving users personalized product recommendations based on that information to encourage “better for you” choices instead.

“Kroger’s new OptUP app is transformational for the retail food industry,” said Colleen Lindholz, Kroger’s president of pharmacy and The Little Clinic, in a news release. “The app puts nutritional information at your fingertips and makes buying better-for-you products easier and simpler.”

Using nationally-recognized dietary standards “enhanced” by Kroger’s registered dietitians, products are scored on a range 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.

“Yellow” category foods range 36-70 and the “red” category ranges 1-35. Kroger’s dietitians recommend customers have a mix of at least 50% “green” category products, and the OptUP app keeps track of a customer’s household purchase history over an eight week period. A score of 600 or better in eight weeks is recommended.

“OptUP is a collaboration among our health, tech, digital and 84.51 ° teams,” said Yael Cosset, Kroger’s chief digital officer, in a news release. “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.”

The app is available as a free download in the Google Play and App Store.

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