CHARLESTON, SC ?" Piggly Wiggly is adding meal planning, provided by its pharmacists, at 13 of its South Carolina stores, Supermarket News reports.

"The goal is to start a conversation between the shopper and pharmacist about how to eat healthier," said Scott Wink, the retailer's pharmacy director. As a result, Piggy Wiggly is featuring select groceries, including wine and chocolate, at its stores offering the new program.

Each month, two items that integrate with a common food theme will be sold at the pharmacy counter accompanied by signage encouraging customers to ask the pharmacist for more information.

Last month, Piggly Wiggly featured olive oil and whole-wheat pasta with a sign that read, "Don??t feel guilty ?? pasta and olive oil have proven health benefits ?? Ask a pharmacist for help."

"We don't want to feature foods no one will like," Wink noted. "We want food that tastes good and people will actually eat."

The program is an effort to position the chain as a health and wellness destination. "This is not about selling lots of product," Wink stressed. "We're trying to brand the pharmacy as a place where you go to get healthy; not just to get pills."

According to Greb Brownlee, a pharmacist at Piggly Wiggly??s Mount Pleasant, South Carolina, store, the displays prompt about a dozen people each week to consult with pharmacy staff.