MINNEAPOLIS — Target is going on a health kick, aimed at both customers and its employees.

The discount-store chain will push granola bars over candy bars at the checkout and hand out free basic activity trackers from Fitbit Inc. to its more 300,000 employees as part of the effort.

Target will also give extra discounts on fruits and vegetables to employees, said Jodee Kozlak, Target’s chief human resources officer. It will also feature healthy grab-and-go snacks near the cash registers, downplaying high in fat and sugar.

Target’s partnership with Fitbit is one of its biggest corporate accounts for the activity tracker company, Kozlak said. Target employees will get the Fitbit Zip, which retails for $59.95.

Target is trying to reinvent its image as a promoter of wellness for employees and customers under its new CEO Brian Cornell, who came on board in August 2014. The move mirrors a similar strategy adopted by drugstore chain CVS, which stopped selling cigarettes and changed its corporate name to CVS Health Corp. as part of a plan to become known as a health brand.