Target Going on a Health Kick

Target is going on a health kick, aimed at both customers and its employees.

The discount-store chain will push granola bars and healthy grab-and-go snacks over candy at the checkout and hand out free basic activity trackers from Fitbit Inc. to its more than 300,000 employees as part of the effort.

Target will also give employees extra discounts on fruits and vegetables, said Jodee Kozlak, chief human resources officer.

The retailer is trying to reinvent its image as a promoter of wellness for employees and customers under new CEO Brian Cornell, who came on board in August 2014. The move mirrors a strategy adopted by others including the drugstore chains Rite Aid Corp. and CVS Health Corp. CVS stopped selling cigarettes last year and changed its corporate name from CVS Caremark as part of a plan to become known as a health brand.