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Wal-Mart, Humana to Offer Healthy Food Discount

Insurance companies have long ago realized that healthier customers drastically decreases their costs (i.e. increases their profits!). To this end, health care giant Humana is partnering with Walmart Stores Inc. to give participants in its HumanaVitality program discounted prices on fresh fruits, vegetables, low-fat dairy and other products in the "Great For You" product group.

The new initiative will kick off on October 15, 2012 and will be available to the more than one million Vitality customers to get a discount of 5% on "Great For You" products, a logo that Walmart created last year to make it easier for shoppers to identify healthy items without having to read the detailed nutritional information labels.

This is this first partnership of its kind in the United States, though Humana did try a similar program with a retailer in South Africa, and saw great results. Humana approached Walmart earlier this year because the two organizations shared "a common vision", said Stuart Slutzky, Humana's chief of product innovation.

As part of the South African program, Humana tracked the percentages of healthy foods in shoppers' baskets. The results of the study found that the proportion of healthy food in shoppers' baskets rose from 18% in 2009 (when the program began in South Africa) to 28% today.

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