Supervalu launching 'nutrition iQ'
January 14, 2009
by FoodBusinessNews.net Staff
MINNEAPOLIS — Supervalu is launching "nutrition iQ," a nutrition information program to help consumers make informed better-for-you food choices.
"Supervalu is committed to helping its customers lead healthy lifestyles," said Jeff Noddle, chairman and chief executive officer. "The nutrition iQ program is designed to provide consumers with a credible, easy-to-understand, at-a-glance approach to healthy eating using a common set of criteria to objectively evaluate all of the products within our stores, regardless of manufacturer, brand or price."
The program was developed and implemented in collaboration with Joslin Clinic, part of an academic medical center affiliated with Harvard Medical School. The program uses U.S. Food and Drug Administration Nutrient Content Claims as a framework to determine the nutritional benefits of items that pass a set of qualifying criteria and are better for you. Then products that meet the threshold criteria are further evaluated to identify the top one or nutritional benefits, and those top benefits are called out for consumers on color-coded nutrition iQ shelf tags.
The program evaluates 11 different nutrient claims in seven categories with the following tags:
• excellent or good source of fiber (orange tag);
• excellent or good source of calcium (blue tag);
• excellent or good source of protein (yellow tag);
• low or healthier level of sodium (dark green tag);
• low calorie (purple tag);
• low saturated fat (red tag);
• whole grains (dark orange tag);
The tags will be located on the store shelf below the product price, unit price and bar code.