Walmart launches healthy foods rewards program

Bentonville, Ark. -- Walmart and HumanaVitality announced a first-of-its-kind program called Vitality HealthyFood, whereby Walmart offers a 5% discount on produce items to HumanaVitality members. The discount is loaded on a card in the form of a credit within five business days that can be redeemed on a subsequent trip to Walmart.

“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," said John Agwunobi, president of health and wellness at Walmart U.S.

The program is set to begin Oct. 15 when the 5% discount becomes available on produce items bearing the recently developed “Great for You” icon, The discounter expects to apply the icon to select private-label products under the Great Value and Marketside brands that meet the “Great for You” criteria. The program is likely to be expanded to branded food items in 2013.

Walmart's products eligible for the credit include fresh fruits, vegetables, lean cuts of meat, skim milk, brown rice and packaged goods, the company said.