An updated online experience and loyalty program includes the phasing out of Peapod as a consumer-facing service.
Yahoo Mail users will now be able to browse items, add them to their carts and check out from their email using the iOS app or desktop site.
The new program will allow CPG companies to better target shoppers while they're on the path to purchase.
The new membership program will be a reboot of the retailer's Delivery Unlimited grocery program as the company looks to compete with Amazon Prime for shoppers.
The grocer's rebrand features a fresh logo, inclusive messaging and ads on TV, billboards, social media and audio streaming platforms.