As the US healthcare system faces inequities, Kroger’s healthcare division, Kroger Health, has taken up the venture to combat food insecurity through its food-as-medicine solution. Kroger Health is using various strategies, including shelf tags, OptUp nutritional grading system, and dietitian counselling. In its quest, the retailer will develop tailored and reasonably priced disease prevention services, according to Kroger executives. With chronic diseases on the rise, Kroger Health is trying to establish a connection between food and health. Although “food-as-medicine” products are making waves in the supermarket sector, altering consumers’ eating habits is a difficult task. The fact that food is individualised presents opportunities and difficulties for Kroger Health as it strives to personalise its food-as-medicine products.
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