Food retailing is at a crossroads. It is viewed increasingly as part of the problem of health and diet in society. It need not, however, be like this. There is a choice to be made between a battle over regulation or an embrace of digitalization, data availability, and health concerns. Transformative food retailing offers new venues for value creation, both for firms and customers, and points toward potential areas of strategic differentiation. New uses of customer data play a pivotal role and provide a new means for building customer loyalty. Changes in consumer behavior toward healthier food consumption at the individual level contribute to potentially major impacts at the societal level. Taken together, transformative food retailing has multiple value potentials and can extend the food retailers’ role from supplying products and services toward facilitating consumers’ personal and societal transformation toward healthier lives. This redefines and concretizes the importance of food retailing in contemporary society.