Kroger returns outdoor wellness festival

After a COVID-driven hiatus, Kroger is bringing back its Wellness Experience festival in Cincinnati. Attendees bring a Simple Truth or Private Selection nonperishable item to gain access to food samples.
Dan Ochwat
Executive Editor
Dan Ochwat profile picture
logo, company name

For the third time, Kroger is going to host an outdoor festival dedicated to educating consumers about proactive wellness and healthy living.

The retailer said its Wellness Experience outdoor festival in partnership with Inclusion Cos., and co-founder and singer-songwriter Jewel, will take place Aug. 20 - 21 at The Banks, in downtown Cincinnati.

The Wellness Experience by Kroger is one of the largest free wellness and entertainment events in the Midwest region and includes cooking demos and ways to highlight the retailer’s leading private brands in wellness such as its flourishing Simple Truth plant-based items and beauty products.

In fact, to sample products at the Food As Medicine Expo, part of the event, attendees are encouraged to donate a Private Selection or Simple Truth nonperishable item for a sampling wristband. Without a canned-food donation, sampling wristbands are $5 and can be purchased at the entrance. Public gatherings for the event will be in compliance with COVID-19 safety protocols. Event registration for the free festival is available online.

The 2020 festival was postponed due to COVID-19. The two-day festival, presented by Chicago-based Molson Coors Beverage Co., will return with live music, celebrity-led workouts and cooking demonstrations, mental wellness talks, beauty demonstrations, panel discussions, a food expo, and family-friendly activities.

"The events of the last year have put a significant spotlight on the importance of overall health," said Colleen Lindholz, president of Kroger Health. "It is more important than ever to foster empathy and open dialogue around our well-being, including physical, mental and emotional health. The Wellness Experience inspires and uplifts our full selves in an energetic, educational and fun way."

Other event highlights include the Food As Medicine Expo, available on both festival days. Attendees are invited to explore Kroger Health's Food As Medicine strategy through product sampling, cooking demonstrations and expert insights curated to empower better decision-making in the kitchen and disease prevention. 

The Wellness Experience by Kroger also features an Opening Act Competition on Aug. 20. Presented by music-centric media company Keen On, this year's annual music competition invites undiscovered artists to perform live for a panel of experts led by Jewel; the winner will open the free community concert on Aug. 21.

The Wellness Experience is an always-on digital platform created to help people take actionable steps toward making their lives healthier. From food to fitness, the platform hosts year-round events and fresh content, including recipes and tips for easier shopping and staying healthy.

Bentonville, Ark.-based Inclusion Cos. is an events and consulting company focused on driving its clients' strategic growth initiatives through consumer events, retail sales, marketing, e-commerce and emerging technology services.