Whole Foods Market Inc. is starting to roll out a new range of healthier prepared foods, nutritional scorecards and other changes as part of its resolution to lure shoppers who want to get healthy.

The natural and organic grocer, based in Austin, Texas, has struggled with a dual identity for years, beginning as a health food grocer then becoming more of a purveyor of indulgences like gourmet cheese and chocolate. The changes, part of a program the company calls “Health Starts Here,” are intended to bring the healthy part of the company’s heritage to the forefront of shoppers’ minds.

Among the changes Whole Foods is rolling out this year:

– Adding healthier prepared foods and baked goods in stores nationwide that meet new criteria such as sprouted grain bread with no refined flour, added oil, refined sugar or processed ingredients.

– Posting nutritional scorecards around markets to help shoppers choose foods with the most nutrients per calorie.

– Employing a specialist in healthy eating at each store to provide tips, tours and demonstrations for customers.

– Increasing services such as wellness clubs and nutrition education.

“We’ve got a serious problems in the health of America, and I feel like Whole Foods has a big part in the answer,” Whole Foods founder John Mackey said.

Whole Foods, like many other grocers and food makers, sees a larger cultural shift toward healthy living as people realize what role their diet plays in their health. A number of food makers, under pressure from consumers and regulators, have reformulated products to have less sugar, fat and sodium. Other grocers have launched their own nutrition shopping guides, and organic goods are widely available.