Canada's most authoritative and exciting grocery b2b publication
Industry NewsMetro launches health guide for customers

Metro launches health guide for customers


Metro Inc. has launched a health guide for customers that helps them make the best product choices based on their lifestyles, values and health needs. 

“My Health My Choices” will offer close to 9,000 products available in-store, online or via the company’s My Metro app for customers. The program lists 50 attributes which could be displayed based on customers’ selections.

Metro says it worked with experts and specialists to design and implement this program with a unique methodology. The development of the program’s classification criteria was based on research data, analysing Canadian consumer trends, Canada’s food guide, information published by regulatory bodies like Health Canada, and the standards for different dietary lifestyles. A product may include several attributes classified according to their level of importance. Therefore, a food could be classified as vegan, gluten-free and non-GMO.

“Every month in Ontario, more than 1.3 million searches1 are made on the Web in relation to the various attributes of My Health My Choices,” says Mike Thomson, vice president of grocery merchandising, Metro. “With this program, we’re giving our customers the opportunity to choose foods that meet their own definition of wellness. The guide is designed to make their in-store or online shopping experience with us easier and more time efficient,” he says.

Metro says it’s the only grocery store in Canada to offer a food selection guide based on lifestyle and personal preferences through its program, adding that Air Miles members will have access to more personalized offers and content based on their favourite attributes on the My Metro application.

“When you consider that 51% of Canadian adults regularly seek information on the quality, suitability and healthiness of the products they consume, a program such as this one is particularly important,” says Linda Montpetit, a nutritionist and long-time collaborator of Metro. “Information on product packaging are not always easy for consumers to interpret. This program combines the information on the labels with the hidden qualities of the products. This will greatly simplify people’s shopping experience and help them make informed decisions more easily.”

Follow us:

Recent Issues

Related Articles