Food companies form nutrition logo coalition

by Pan Demetrakakes
Executive Editor

The drive to simplify nutritional information with an easily recognizable front-of-pack logo is gaining.

Studies have shown that many consumers feel overwhelmed by the breakdown of information on the standard “Nutrition Facts” panel at the back or side of most American food packaging. A standardized logo denoting nutritious food would be a more manageable tool.

That’s the reasoning behind a new initiative, coordinated by the Keystone Center, a public-policy institution based in Colorado: The Smart Choices Program. This logo is a simple green check mark with the words “Smart Choices Program, Guiding Food Choices.” In addition, products with the Smart Check also will include calories per serving and servings per container on the front of the package.

Several major food companies have stated that they are likely to implement the program, including Coca-Cola, ConAgra Foods, General Mills, Kellogg Co., Kraft Foods, PepsiCo, Unilever and Wal-Mart. General Mills, for instance, has announced that it will put Smart Checks on products including cereals, yogurt, snacks, vegetables, and soup, beginning in 2009.

"We believe that a single, credible system that is recognizable and uniform across categories will benefit consumers,” says dietician Susan Crockett, vice president of General Mills Bell Institute of Health and Nutrition, and a member of the Smart Choices Plenary, the group that put together the program.

The criteria for inclusion in the Smart Choices Program include standards for “nutrients to limit,” such as total fat, saturated fat, trans fat, cholesterol, added sugars and sodium. In most categories, to qualify for Smart Choices check, the product must also have one or more “nutrients to encourage.” These include calcium, potassium, fiber, magnesium and vitamins A, C and E. The Smart Choices Program includes specific nutritional criteria for several food categories, such as beverages, cereals, meats, dairy and snacks.

Private-label foods are moving in the same direction. Ahold USA, the parent of Stop & Shop and Giant supermarkets, recently announced plans to put a “Healthy Ideas” logo on the front of private-label goods that meet certain federal nutritional criteria. The new logo will appear on about 10% of Ahold’s private label goods.

There’s no question that these types of logos have the potential to be a good marketing tool, if they build consumer trust. And the key to building trust is enforcement. The Smart Choices Plenary is in the process of finding a third party to administer and monitor the program, ensuring that all products with the Smart Choices check in fact meet the standards.

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