Walmart offers price discount for healthier food options
Walmart Stores Inc has joined forces with HumanaVitality, a subsidiary of American-based Humana Insurance, to provide discount incentives on their ‘Great For You’ range of foods. The product range identifies ‘healthier food’ options.
Commencing on October 15 2012, Walmart customers will be eligible for a 5 percent discount on fruit and vegetables, eggs and low-fat dairy marked with the ‘Great For You’ icon. The Icon introduced in 2011, is designed to make identifying healthy choices more convenient and unbiased.
The HumanaVitality Health Program was implemented after the US study It’s Dinnertime: A Report on Low-Income Families’ Efforts to Plan, Shop for and Cook Healthy Meals found that one in four families indicated skipping a healthy purchase for the cheaper option.
John Agwunobi, M.D, president of health and wellness, Walmart U.S, said that price is “an important factor in incentivizing wellness in America”.
“By offering affordable, healthier foods, we will help make our customers healthier and reduce costs to our healthcare system as a whole,” Mr Agwunobi said.
Consumers will be required to fill out a Humana health survey to receive the discount, and will be credited 5 percent for each ‘Great For You’ purchase which can be redeemed in credit for future Walmart purchases.
The Walmart initiative comes after a positive response from a similar program run by Humana in South Africa in 2009. Humana expressed that their study of the South Africa Program found that the proportion of healthy food in shoppers’ baskets rose from 18 percent in 2009 to 28 percent in 2012.