Supermarket Tesco could use artificial intelligence to warn shoppers when their baskets are becoming unhealthy.
The firm's chief Ken Murphy said the technology could utilise Clubcard data to help 'nudge' them into making healthier choices. Mr Murphy said: "I can see it nudging you over time, saying: 'I've noticed over time in your shopping basket that your sodium salt content is 250% of your daily recommended allowance. I would recommend you substitute this, this and this'."
He added: "It can help to bring your shopping bill down, reduce waste and improve the outcome and the power of that Clubcard," adding that AI "will completely revolutionise how customers interact with retailers".
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This could mean telling customers they should wait a week to stock up on products if Tesco had an offer coming up that could make their shop cheaper.
Mr Murphy said the aim was for customers to feel that "Clubcard is literally doing their job for them and making their lives easier". He said this was "very simple stuff" which could "really improve people's daily lives".
The firm has stressed that it is not currently looking at rolling out the 'nudge policy'.
While this is a plus for campaigners who say unhealthy eating is the main factor behind a costly obesity crisis in the UK, there are concerns about shoppers' privacy being impacted.
Jake Hurfurt, of Big Brother, said: "It is astounding that Tesco's CEO wants to use this data to tell us how to live our lives. Tesco has no right to make judgments about what's in our baskets or nudge us on what we should and should not be buying."
The supermarket has said it does not "sell or share any individual customer data and we take our responsibilities regarding the use of customer data extremely seriously".
Tesco is the UK's largest supermarket, with more than 22 million households currently signed up to its Clubcard scheme. The loyalty product launched in 1995 and gives its customers access to lower prices for goods.
Retailer Pets at Home is one which already uses AI to help figure out what vouchers to send to different customers.
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