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Safeway has announced its new SimpleNutrition program, described as “an in-store shelf tag system that makes it easier for shoppers to find better nutrition choices among foods and beverages most important to them and their families. The SimpleNutrition green shelf tags on qualifying items are located throughout the store next to Safeway’s Everyday Low Prices and Club Card specials.”

According to the announcement, “Safeway created SimpleNutrition as a first step in helping its customers modify the selection of products that support a healthier lifestyle. SimpleNutrition makes it easy to find nutritionally better items in store with green shelf tags that highlight up to two of 22 different nutrition and ingredient benefits, such as: Gluten Free, Organic, Sodium Smart, or Made with Whole Grains. Shoppers will see that the tags are simple to read without a complicated numbering system or confusing symbols. The products included in the program meet specific criteria, so shoppers can focus on the nutrition benefits they want or need most in their diet to meet their nutrition goals.”

“Consumers are inundated with conflicting nutrition information and are often skeptical of the nutrition claims on packaging,” said Safeway’s Barbara Walker, group vice president, consumer communications and brand marketing. “SimpleNutrition is an ‘at the shelf’ program that simplifies and personalizes the grocery shopping experience so that shoppers can feel confident about making more informed food choices. While SimpleNutrition is not a replacement for the nutrition panel found on food and beverage packages, it provides shoppers with a quick snapshot of the nutrition and ingredient benefits that best match their nutritional needs.”
KC's View:
The gospel around here is simple.

The more you tell customers, the better. The better the information, the stronger the connection to the shopper.