Wal-Mart, Humana to reward healthy food purchases

Steve: Now here is a novel idea!

Wal-Mart Stores Inc, the world's largest retailer, is joining with healthcare insurer Humana Inc to trim the cost of healthy foods for some customers.

More than 1 million members of Humana's healthy rewards program will get a 5% credit on about 1,300 healthy food items at U.S. Walmart stores starting on October 15. The credit can be used against future Walmart purchases.

Walmart is striving to improve the nutritional value of the food it sells. Food accounts for more than half of Walmart's annual sales, and its clout in the U.S. market means that changes at its stores can influence other supermarket chains.

Walmart's products eligible for the credit include fresh fruits, vegetables, lean cuts of meat, skim milk, brown rice and packaged goods. The program works with a HumanaVitality card provided to members of Humana's rewards unit who receive points for meeting health goals.