Walmart, Great for You & 5% Off

Walmart today launched a first-of-its-kind effort to help consumers across the U.S. save money on more-nutritious foods and ultimately, live longer, healthier lives. In partnership with HumanaVitality, a subsidiary of Humana, the effort represents the first national program where a major retailer and healthcare company have come together to incentivize people to eat better through savings on healthier foods. Beginning on October 15, more than 1 million HumanaVitality members who shop at Walmart will be eligible for a new program, which offers a 5% savings on products that qualify for Walmart’s branded healthy foods initiative the Great For You icon, including fresh fruits, vegetables and low-fat dairy.

Recent research shows the struggle consumers face with purchasing healthier foods. In fact, one in four families report skipping healthy purchases often or always due to price. By collaborating with HumanaVitality to invest in healthier, affordable food, Walmart is directly addressing this issue and working to bring down the costs of healthcare in the U.S. This program continues an effort Walmart began in 2011 when it unveiled a commitment to make healthier food affordable and accessible with First Lady Michelle Obama.

“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. This represents preventative care in its purest form,” said John Agwunobi, M.D., president of health and wellness, Walmart U.S. “We want to be our customers’ wellness destination – the retailer that provides them with affordable ways to fight for their health.”

“We need innovative thinking and new partnerships to successfully address our country’s alarming healthcare issues,” said Ginny Ehrlich, chief executive officer of the William J. Clinton Foundation’s Health Matters Initiative. “Walmart and HumanaVitality working together to help people make better decisions in the grocery aisle is a perfect example of how promoting healthier lifestyles can be a win for companies willing to explore new paths and, far more importantly, a great benefit for the health status of Americans.”

Joe Woods, CEO of HumanaVitality, is equally committed to inspiring healthier behavior. “The ‘Vitality HealthyFood’ program with Walmart represents a new way we can decrease America’s healthcare bill. In a recent survey of our members, 84% said that a savings program would motivate them to purchase healthier foods. We will be aggressively communicating this program to more than 600,000 hospitals and physicians, as well as 60,000 insurance brokers to ensure as many members as possible can benefit from it.

Developed in consultation with food and nutrition experts from the public and private sectors, as well as leading health organizations, Walmart’s Great For You icon is a simple, easy-to-use tool designed to help customers quickly identify healthier food items at Walmart stores. Items with the Great For You icon must pass a rigorous, two-step nutrition criteria process. The icon is available in the produce section at Walmart stores and will begin to appear on packaged Great Value and Marketside Private Brand items beginning this fall.

Andrea Thomas, senior vice president of sustainability, Walmart U.S., added: “Americans have told us they are trying to eat better and need help making healthier food choices. Our Great for You icon helps customers find those choices and this program represents a new model for how we can make those choices even more affordable. We will continue to make affordable healthier food a priority so American families don’t have to choose between food that is good for them and food they can afford.”

The “Vitality HealthyFood” program is available at all Walmart stores. After accepting Humana Vitality’s terms and conditions at or, and taking a brief HumanaVitality Health Assessment, members will receive their “Vitality HealthyFood” card for 5% savings on items that qualify for the Great for You icon. When a member goes to Walmart for their grocery shopping, the 5% savings will be loaded as credits to each member’s “Vitality HealthyFood” card within five business days for use on their next trip. Available initially to more than 1 million HumanaVitality members, the program will expand to additional members early next year. HumanaVitality members should check with their employer to verify its enrollment status in the “Vitality HealthyFood” program.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.