H-E-B started the New Year by kicking off two wellness initiatives under its "Healthy at H-E-B" platform.The retailer enlisted Dole Foods as presenting partner to conduct another "Slim Down Showdown" contest. (See "H-E-B Wants …" in Related Articles.) The program follows 25 Texans for 12 weeks as they strive to develop healthier lifestyles with the help of H-E-B experts. The most improved participant receives a grand-prize $10,000; a "fan favorite" garnering the most online engagement gets $5,000.Launched on Jan. 13, this year's Showdown runs through April 6. A panel of judges selected the contestants from a pool of entrants who mailed in video submissions and a registration form found on heb.com/slimdown from Aug. 1 to Oct. 21, 2012. All finalists received a fitness-themed prize pack, $100 store gift card, netbook, heart rate monitor watch and "makeover."A home page carousel ad links to the contestants' blogs as well as an introductory YouTube video. APEAM AC's Avocados from Mexico, Clorox Co.'s Brita and the National Watermelon Promotion Board are listed among additional sponsors. Facebook updates support.Meanwhile, H-E-B joined the bevy of supermarket retailers offering at-shelf nutrition information by deploying a new color-coded system of price-label icons. Qualifying products are identified as "Heart Health," "Fiber Source," "Low Sodium," "Low Saturated Fat," "Sugar Free," "Gluten Free" and/or "Organic." Marketing support includes endcap side panels and Facebook updates.Elsewhere in stores, stanchion signs continue to plug the chain's "2nd Saturdays" pharmacy events. (See "H-E-B Wants …") This year, Kraft Foods Group, Clorox and pharmaceutical company Novo Nordisk are sponsoring the program.H-E-B began the year by promoting the 2nd Saturdays effort as part of a larger "Goodness Event" that ran Jan. 2-15 to showcase nutritious food and exercise tips. A feature in the chain's Jan. 2 circular and multiple Facebook updates supported. The feature encouraged consumers to pick up weekly "Good News" handouts providing health news and recipes. (The content is also available on heb.com.)