NEW YORK - Kroger launched a new health-and-wellness program this week, "Health Matterse at Kroger," which prominently features the NuVal nutrition rating at 23 of its central Kentucky stores, Progressive Grocer reports. The Kentucky rollout will serve as a testing ground for Kroger??s entire store base.

"Many of our customers have told us they want to make healthier choices for their families, and we have listened," said Kroger spokesperson Tim McGurk.

The NuVal system includes shelf tags with scores from 1 (least healthy foods) to 100 (healthiest items), analyzing more than 30 food factors and ingredients to arrive at a given score.

The Kentucky stores will also feature registered dieticians who will assist shoppers in customizing dietary needs.

The program will also feature Kroger??s LUCY health station, a kiosk that enables shoppers to determine their weight, body mass index, blood pressure, pulse, and other health measures, which can then be tracked at kroger.com/healthmatters.