Its "Health Starts Here" program, started in January, encourages employees and shoppers to follow a 28-day whole-foods, low-fat plan, complete with an online personal nutrient assessment.
FoodFlex mines data about shoppers' typical grocery purchases from their loyalty cards. The online program then suggests healthy alternatives.
"Guiding Stars," this grocery chain's nutrition-rating system, started in 2006 and has been a big hit among shoppers who don't know the difference between peanut and olive oils, whole-grain crackers and saltines. But only 28% of analyzed foods merit any stars.
A version of this article appeared in the June 2010 issue of Fast Company magazine.