CVS Makes Fit Choices More 'Purposeful'

CVS/pharmacy has quietly rebranded its food-labeling program to better match its corporate mission.After first rolling out Fit Choices three years ago, the retailer is repositioning the program with a modern design and a new name: Purposeful Choices. The moniker is a nod to the company’s health-focused repositioning initative.The new program maintains the same six identifying labels: organic, heart healthy, gluten-free, good source of protein, sugar-free, and Non-GMO Project Verified. In stores, updated violators and cooler clings invite shoppers to “look for choices that meet your unique needs across our food categories” and list the six labels along with their associated symbols.Green shelf tags with both symbols and text replace the former color-coded tags from the Fit Choices program to identify qualifying SKUs from private labels and national brands. CVS says it works with manufacturers to determine which tag is most relevant for the product.Without mentioning Fit Choices, a Sept. 29 Facebook update from CVS introduced the new labeling program and linked to an e-commerce page within cvs.com that lets shoppers filter products by label.Circular features over the past several weeks have used the program’s green leaf logo and slogans such as "Better Choices Made Simple" to highlight private label Gold Emblem Abound and national brands including Hershey Co.’s Krave, Mondelez International’s Belvita, and Clif Bar & Co.’s flagship.In other health-focused moves, CVS recently announced that its growing assortment of "better-for you" products now makes up 50% of all food options in its stores. The retailer also plans to expand its labeling program to non-food categories to help shoppers identify non-toxic and environmentally friendly personal care and household products.

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