U.S. Retailers Toast 2006 with Healthy Initiatives

With the beginning of a new year, supermarkets are looking for opportunities to court health-conscious consumers and, ultimately, promote healthy vibes for their brands.

A few of the more original ideas from U.S. retailers include:

Wild Oats, Inc. has taken a positive spin on new-year weight loss goals by introducing a diet plan focused on nutrient-dense "superfoods" such as nuts, green leafy veggies, kiwifruit, and pomegranates. The program builds on Wild Oats' existing storewide Superfoods education program.

"These foods are good for you, and they're tasty, too," notes spokeswoman Krista Coleman. "They aren't diet foods. We're showing people how you can make these foods a part of your everyday diet."

The Superfoods--Super You! Healthy Eating Plan is designed to help consumers understand the benefit of vitamins, minerals, and supplements, and to consider the balance between eating well and exercising regularly. A 48-page guide being sold in Wild Oats stores for $1 includes information on the various superfoods, their health benefits, recipes, a flexible meal plan developed by Wild Oats dietitians and nutritionists, handy shopping lists, information on vitamins and supplements, recommendations for living a healthy lifestyle, and hydration, fitness, and mindful eating tips.

Superfoods, according to Wild Oats, are a group of wholesome foods that packs a nutritious punch. Wild Oats staff has researched the superfoods most recommended by dietary experts and has highlighted the following food groups in its stores: berries, citrus, cruciferous vegetables, eggs, green foods, green leafy vegetables, legumes, nuts, oats, olives and olive oil, fish rich in omega-3 fatty acids, orange vegetables, sea vegetables, seeds, soy, tea, tomatoes, turkey, whole grains, and yogurt and kefir. For 2006 Wild Oats has expanded its list of superfoods to include the following: apples, cinnamon, kiwifruit, herbs and spices, honey, dark chocolate, and pomegranates. The additions were made based on best-selling author Dr. Steven Pratt's new book, "SuperFoods HealthStyle."

As a way to help shoppers live healthier lifestyles, Giant Food, LLC in Landover, Maryland began Jan. 1 to distribute Fresh Start...Healthy Rewards, a free booklet of tips on exercise and better nutrition.

"Our customers are increasingly interested in health and wellness, and we know that in the new year many customers will resolve to live a healthier life by eating healthy foods and exercising," says Giant's director of consumer affairs, Andrea Astrachan. "We want to be a resource for our customers by helping them understand how to include healthy food choices in their diets and how to balance calories with activity, which is critical to overall health and weight control."

The booklet espouses three principles: Eat healthy foods daily; Enjoy food with family and friends; Balance calories with activity.

Fresh Start...Healthy Rewards also teaches shoppers how to calculate daily caloric needs, plan family meals, and eat appropriate portions. Additionally, the booklet highlights the benefits of eating more whole grains, fruits and vegetables, and fat-free and low-fat dairy items.

Written by Giant's in-house nutritionists, the booklet was reviewed by the company's health-and-wellness adviser, Dr. George Blackburn, S. Daniel Abraham associate professor of nutrition and associate director of nutrition at Harvard Medical School's Division of Nutrition.

The Defense Commissary Agency, based in Fort Lee, Virginia, has introduced a series of shelf signs featuring dietary tips as part of the organization's ongoing "It's Your Choice, Make it Healthy" campaign.

"We want to be the nutritional leader of the military community," says Patrick B. Nixon, c.e.o. and acting director of DeCA. "Commissaries offer health-and-wellness products, fresh produce, lean meats, and much more--all at cost. And one of the best ways to lose weight and eat healthy is to know what's in the products you're buying. You can't always do that in restaurants or the fast-food drive-through, but you can do it by reading labels at the commissary."

The dietary tips, based on the new Dietary Guidelines for Americans from the U.S. departments of Agriculture and Health and Human Services, are located where customers will find pizza and frozen entrees, juice, dairy, canned vegetables and fruits, oils and fats, cereals, bread, pasta, rice, canned meats, snack foods, and dairy. A generic tip tells customers what "daily value" means on product labels.

"We're not trying to tell people what's good or bad for them," notes Nixon. "We're just offering some 'food for thought' while they shop. And since we're very concerned about food safety, customers will also see tips on food handling, preparation, and storage."

DeCA is encouraging store directors at all 268 commissaries worldwide to partner with health-and-wellness professionals for commissary tours and health-and-wellness events, particularly during National Nutrition Month in March and Commissary Awareness Month in May.

The Defense Commissary Agency operates a worldwide chain of commissaries providing groceries to military personnel, retirees, and their families.

On Feb. 11, Wal-Mart Stores, Inc.'s supercenters and Neighborhood Markets conducted a retailtainment event, in partnership with the Produce for Better Health Foundation (PBH), with kids in mind. The Feb. 11 event included a special message about healthy eating from Curious George.

For the event, PBH and health-minded sponsors teamed up with more than 2,000 Wal-Mart supercenters and Neighborhood Markets to present a national promotion featuring Curious George and his friends. The event coincided with the Feb. 10 theatrical release of the movie Curious George.

Dubbed "Get Curious About Good Health," the program leveraged Curious George's popularity to boost awareness of PBH's Color Way message, which encourages consumers to eat a colorful variety of fruits and vegetables every day for better health.

Children visiting Wal-Mart supercenter produce departments received a Curious George-themed fun-and-games book, designed for kids 2 to 8 years old, while their parents received a recipe booklet featuring a medley of fruits and vegetables.

Targeting mothers, the Get Curious About Good Health recipe booklet is shaped like a checkbook, with perforated pages. On one side of each page in the booklet is a Curious George-themed healthy recipe that features at least one supplier's product, with vendor recognition. There are 14 recipes in all, including Orange You Smoothie, Peach Salsa, Chocolate Crumb Banana Shake, and Veggie Mac and Cheese. The other side of the page features Color Way healthy eating messages.

The fun-and-games book includes a letter to parents and Curious Fun Facts on each page. Curious George characters teach children to "monkey see, monkey do" when it comes to healthy eating.

PBH and Wal-Mart have conducted similar events in the past several years, including Shrek, Charlie Brown, and the Fantastic Four, that have reached millions of families.