Tesco wants its customers to eat healthier. Using data gleaned from its 16 million Clubcard members, the grocer has developed a “health score” for every Tesco trolley sold, based on information that 70% of families believe supermarkets can help them make healthier choices and 27% still face confusion about what is and isn’t healthy. Though the wellness trend is sweeping every sector by the second, Tesco’s decision to better the trolleys and tummies of its customers might have more meat to it than meets the eye.

The brand’s decision to better the health of its customers has a history. In 2015, Tesco made checkout lines sweet-free and has doled out over 70 million pieces of free fruit to children in stores over the past two years. Additionally, the brand has made special efforts to enhance the dinner tables of its customers via social media. On Pinterest, Tesco boasts 48,000 followers, the largest community of any brand tracked in Gartner L2’s Digital IQ Index: Retail Europe. The brand demonstrates best practices for community-building on the platform, such as consistently linking back to site product pages and centering content on helpful topics like food, home, and crafts.

While tapping into trends is crucial to staying ahead, creating and retaining loyalty could carry more weight in the long run. As Amazon elbows its way into the UK, a “health score” could not only gamify the often dull process of self-improvement, it could also help deepen Tesco’s personal edge, helping the latter further cement customer loyalty in ways that likely outweigh a trend.

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