Albertsons enhanced nutrition guidance platform steers customers towards seafood

Albertson's Sincerely Health app.

U.S. grocery retailer Albertsons, which operates 2,272 retail food and drug stores nationwide, has enhanced its Sincerely Health digital platform in a move that could encourage its shoppers to eat more seafood.

Albertsons operates retail and drug stores under several different brand names including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, and Haggen. 

Albertsons’ Sincerely Health platform measures grocery purchases based on the U.S. Department of Agriculture’s MyPlate serving recommendations. The new platform is accessible on 16 of its grocery apps and websites.

MyPlate provides guidance for consuming the five food groups that the USDA state comprises a healthy diet: fruit, vegetables, grains, protein, and dairy or fortified soy alternatives. It also offers general advice on healthy eating.

The updated functionality within the Sincerely Health platform “empowers customers to make informed food choices based on their dietary preferences, household size, and age group,” Albertsons said in a press release.

Included in MyPlate’s advice is eating about 8 ounces weekly of seafood – the amount recommended for many adults – representing a portion size that MyPlate states can support a healthy diet as a nutritious source of protein, several vitamins, and omega-3 fatty acids.

“With the launch of this feature, we are offering real-time nutritional information – both at an item and basket level – making it easy for our customers to make better food choices,” Albertsons Chief Digital Officer and Executive Vice President of Health Omer Gajial said.

By connecting a customer’s loyalty account to their Sincerely Health profile, the new nutrition insights tool reviews recent and future grocery purchases and automatically calculates how much of their food items meet MyPlate dietary guidance.

“With just a single tap, shoppers can quickly see if their grocery baskets may be lacking in one or more essential food groups,” Albertsons said.

Sincerely Health also provides personalized food recommendations, recipes, and articles based on nutritional and diet preferences, as well as dietary restrictions.

“This user-friendly experience simplifies eating recommendations and helps customers discover meals that align with their personal nutrition goals,” Albertsons said.

Albertsons is one of a growing number of U.S. grocery chains that are using nutrition programs to encourage shoppers to eat healthier foods, including seafood ... 

Photo courtesy of Albertsons

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