New Program Unites CPGs by Offering 'Healthy Savings'

Minneapolis — Del Monte Foods, Coca-Cola and Nestlé are among dozens of CPGs testing a new card-based coupon program designed to drive consumers to stores to buy healthy products. The “Medica Healthy Savings” program from Solutran, Minneapolis, provides paperless discounts from CPG manufacturers by using Solutran’s S3 Smart Coupon technology, which works in concert with any participating retailer’s point-of-sale system. Endorsements from major health insurers are part of the marketing appeal, with the initial test sponsored by Medica Health Plans, Minnetonka, Minn.The test began in June in partnership with Minneapolis-area retail stores of Supervalu (Cub Foods), Roundy’s (Rainbow Foods) and Lund Food Holdings (Lunds & Byerly’s), and the program is expected to roll out nationally in 2014. Participating brands, according to the program’s website, include Coca-Cola’s Dasani and Nestlé’s Lean Cuisine.Consumers register on a dedicated website (Medicahealthysavings.com), where they can view the discounts and build shopping lists. Each Sunday, $15 to $20 in new discounts are revealed and automatically loaded to participants’ cards, which are swiped at checkout. Solutran further promotes the program via email and a mobile-optimized website.Solutran is soliciting one manufacturer to represent each of the various subcategories of products from seven primary categories: dairy, vegetables, fruits, protein, whole plate foods, grains and personal care. The program uses the Guiding Stars nutritional rating system to identify the healthiest 30% of food items in each category.Del Monte expected that most of its fruit and vegetable products would qualify, says Xander Shapiro, director, health and wellness marketing initiatives. “What prompted us to partner with the S3 Healthy Savings program is that only 2% of Americans are eating enough fruits and vegetables every day.” Shapiro says the program fits well with a trend of shoppers expecting more nutrition and health information at the shelf.“The primary focus is on the CPG manufactured foods, and the system was developed with shoppers in mind,” says Chad Kelly, Solutran’s chief marketing officer. “We’ve gotten feedback on the types of emails shoppers want to receive and the kinds of information they want.”In-store materials include decals for store windows, at-shelf signage and shelf tags that are customizable for the different retail locations. Retailers and CPGs will do their own promotions around the program. For example, Del Monte is providing recipes and other content, having committed to eight waves of offers during 2013, Shapiro says.Among the other participants are Post Foods, GNP Co., Dreamfield Foods, Lifeway Foods and Mighty Leaf Tea Co.“It’s a different promotional avenue from my typical go-to-market strategy,” enabling experimentation with bringing awareness to brands, says Marj Isack, regional sales manager, Post Foods.“It works to filter through thousands of food items to provide consumers with money-saving offers on only those food items that meet stringent nutritional guidelines,” says Rory Bidinger, brand advocacy and marketing manager at GNP. “In other words, it removes the guesswork and time that busy, health-minded consumers can’t afford, ultimately boosting consumer confidence for good value, good-for-you products.”The S3 program came as a result of Solutran’s work as a processor for the Women, Infants, and Children electronic benefits transfer system, says Chad Kelly, Solutran’s chief marketing officer. “As we developed the new technology in our first application, we recognized that it had features that had more potential in the broader public and private sector efforts to get more people engaged with healthier eating.”

New Program Unites CPGs by Offering 'Healthy Savings'

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