Whole Foods Market, based in Austin, Texas, began as a health food grocer but lost some of it’s health focus as it veered more toward offering indulgent and hard-to-find gourmet products. In 2011, the chain will roll out a new range of more healthful products as part of its Health Starts Here program, which includes four principles: Whole Food, Plant-Strong™, Nutrient Dense and Healthy Fat.

“The link between food and health is clear,” said Margaret Wittenberg, Whole Foods’ global vice president of quality standards and healthy eating, in a press release. “Health Starts Here can help turn New Year’s resolutions into longterm health and wellness solutions.”

All 303 Whole Foods locations will feature the program. Offerings include Health Starts Here sprouted grain breads, which will be offered in all bakery departments. The hearty and healthful breads are made with 100 percent whole grains and contain no refined flours, added oil, refined sugars or processed ingredients.

“Health Starts Here is not about deprivation or counting calories, it’s about reconfiguring your plate, adding more fruits, vegetables, legumes and whole grains,” Wittenberg said. “By offering in-depth information, education and services to help support healthy lifestyle changes, we are going beyond just selling healthy foods but also taking action to help provide practical and delicious solutions to diet-related issues in today’s society. We’ve also formed a team of special medical doctors, nutritionists, chefs and other experts to continue to promote health and healthy eating education.”