Hannaford Supermarkets has launched My Hannaford Rewards, a grocery-store loyalty program that adds rewards for store-brand items and leaves prices untouched.

Shoppers who choose to participate will earn a 2-percent reward on every store-brand item purchased — including fresh meat, seafood, and deli items, as well as thousands of packaged products across the store.

About 5,200 fresh and center-store items qualify for rewards in an averaged-sized Hannaford store. Shoppers also will receive personalized coupon offers for the national- and regional-brand products they buy.

The program differs from traditional supermarket loyalty programs because in-store prices remain the same for all customers whether they enroll in My Hannaford Rewards or not. By contrast, club models or two-tiered loyalty programs require customers to subscribe to access a better level of store pricing.

My Hannaford Rewards has been launched in all 181 Hannaford stores across the Northeast. The first 400,000 customers who sign up will receive free-grocery offers.