Premera Blue Cross has launched its nutrition-focused online platform and app, called Serve it Up!, in partnership with social platform maker Wellness Layers and nutrition guidance program Guiding Stars.

"We are pleased to build systems such as Serve it Up! that focus on something as universal and imperative as good nutrition," Wellness Layers CEO Amir Kishon said in a statement. "We leveraged our years of expertise to make the experience fun and collaborative and well-suited to serve as a funnel into other wellness management and incentive programs, further promoting improved health and prevention."

The platform aims to help users make healthier choices at the grocery store by suggesting nutritious options for different foods and various recipes, some of which were provided by the Seattle Seahawks executive chef Mac McNab. Within the app, users can create "smart" shopping lists based Guiding Stars' a database of over 100,000 food items commonly found in grocery stores.

Guiding Stars also rates food items on a one to three scale for nutritional quality, three being the best quality. The products are rated against proprietary criteria based on the evidence-based nutrition policies and USDA Dietary Guidelines for Americans. Users can either search or scan food items that they want to add to their lists.

After making an account, users can personalize their information to reflect dietary preferences. From there, users can participate in the Serve It Up! community, which lets users start discussions about different nutrition topics or share recipes and shopping lists that they've created.

"Serve It Up! is saying we recognize how people operate: They are at the grocery store 200 times a year, so why not start where people are, at the grocery list?” Premera Blue Cross Director of Member Engagement Neal Sofian told MobiHealthNews back in July. “Which means it starts at the dining room table or the kitchen table when you’re making your weekly shopping list.”

The app and platform are currently available for license by other population wellness companies. Premera Blue Cross said the program is designed to complement and integrate with wellness incentive programs.

When MobiHealthNews wrote about Serve It Up! last July, the company had announced a rewards program  that included tickets to a Seattle Seahawks football game.