WEST BRIDGEWATER, Mass. — SHAW’S Supermarkets announced the launch of “nutrition iQ®,” an in-store nutrition navigation system exclusive to the New England markets, developed to help customers make better-informed food choices right at the grocery store shelf. Consumers having a difficult time making sense of nutrition guidelines can turn to this program to make healthier food decisions.
Developed in collaboration with Joslin Clinic, part of an academic medical center affiliated with Harvard Medical School, nutrition iQ uses color-coded shelf tags and signs on more than 3,200 food items throughout the store. The colored tags highlight key nutrients and health attributes in foods to help shoppers identify healthy food options. For example, dark orange tags highlight whole grain foods and yellow tags point out products that are good or excellent sources of protein. nutrition iQ food products were qualified based off a rigorous and scientific screening process, in which Shaw’s evaluated nearly every product found in its stores. The color-coded signs and tags make it easy to spot the items that are better for you, and the website and in-store brochure make it easy to learn more.
“At Shaw’s, we know our shoppers are looking for trust-worthy information about the foods they buy,” said Shaw’s Registered Dietitian Jennifer Shea. “Our goal is to make healthy eating enjoyable. nutrition iQ takes the guesswork out of shopping for nutritious food choices and helps people choose foods that follow the USDA’s 2010 Dietary Guidelines. By highlighting the nutrition attributes and health benefits, we can help consumers understand how nutritional factors influence their diet so they know what to buy to give them a better chance of realizing success in managing their health.”
According to Joslin’s clinical education manager Amy Campbell, MS, RD, CDE, nutrition iQ used established FDA Nutrient Content Claims as a framework to evaluate food products regardless of manufacturer, brand or price. Qualifying categories were established and each label in the store aisles calls out one to three nutrition benefits.
Said Campbell: “nutrition iQ is a shelf-tag nutrition program based on FDA Nutrient Content Claims that can help consumers quickly and easily make better-for-you food choices at the store shelf. nutrition iQ can help lessen consumers’ confusion and promote healthier eating and good nutrition without having to decipher difficult to understand food labels. Its simplicity not only makes it easier for consumers to understand the often confusing Nutrition Facts food label, it enables them to choose foods specifically for the health benefits that they provide, such as bone health or digestive health.”
The program arrives in stores this week and will be accompanied by an advertising and promotions campaign to educate consumers. Shaw’s will also help shoppers get the most out of the nutrition iQ program by providing weekly guidance and tips on the Shaw’s Facebook page, including a video grocery tour, events and new recipe ideas. In addition, Shaw’s will host a Facebook chat with Shea on Thursday, July 28 at 4 p.m. to help shoppers learn how to fill their carriage with the right colors to meet their nutrient needs.
Straight Talk On What To Eat
More than 3,200 items in each store have qualified for at least one of the following tags or signs:
•Light blue for minerals such as calcium, iron, manganese, potassium, selenium and zinc
•Dark purple for vitamins A, C and K; B vitamins and folate
•Red for omega 3 fats and low saturated fat
•Pink for 100 percent juice
•Orange for excellent or good source of fiber
•Yellow for excellent or good source of protein
•Green for low or healthier sodium level
•Purple for low in calories
•Dark orange for whole grains
Meanwhile, qualifying items in the stores’ fresh departments, which include produce, self-service meat, seafood and baked goods, feature color-coded informational signs that highlight additional key health benefits of fresh department items that are part of nutrition iQ. The key health benefits that are called out include:
•Promotes bone health
•Supports digestive health
•Important for energy production and muscle development
•Promotes eye health
•Good for your heart
•Supports your immune system
•Good for skin health
As an example, while shoppers may be aware that fresh items such as tomatoes are better-for-you foods, the nutrition iQ sign will call out the product’s specific health benefits, such as Good source Vitamin A “Promotes eye, skin and immune health” and Good source Vitamin C “Promotes skin and immune health.”
nutrition iQ® background
Shaw’s is the latest SUPERVALU® company to receive nutrition iQ. SUPERVALU first launched its exclusive in-store nutritional navigation program at ALBERTSONS in 2009. nutrition iQ® was then rolled out at other SUPERVALU companies, including Acme®, Cub Foods®, Farm Fresh®, Hornbacher’s®, Jewel-Osco® and Shoppers®. The program initially focused on the grocery aisles, but earlier this year, SUPERVALU expanded nutrition iQ to the fresh departments. The nutrition iQ program is currently available in close to 1,000 stores across the country. To learn more about nutrition iQ, visit www.shaws.com/nutritioniQ.
About Shaw’s
Shaw's, Osco and Star Market are part of the nationwide SUPERVALU® INC. (NYSE: SVU) family of grocery stores. Shaw's is one of the oldest continuously operated supermarkets in the United States with its roots dating to 1860. Throughout five New England states, there are 169 store locations employing approximately 21,000 associates. For more information about Shaw's, visit the all-new web site at: www.shaws.com and follow us on Facebook at: www.facebook.com/shaws.
About SUPERVALU INC.
SUPERVALU INC. is one of the largest companies in the U.S. grocery channel with annual sales of approximately $37 billion. SUPERVALU serves customers across the United States through a network of approximately 4,290 stores composed of 1,107 traditional retail stores, including 801 in-store pharmacies; 1,283 hard-discount stores, of which 907 are operated by licensee owners; and 1,900 independent stores serviced primarily by the company's traditional food distribution business. SUPERVALU has approximately 140,000 employees. For more information about SUPERVALU visit http://www.supervalu.com.
About Joslin Clinic
Joslin Clinic, part of an academic medical center affiliated with Harvard Medical School in Boston, is internationally recognized for its work in the area of nutrition, especially relating to obesity and diabetes. www.joslin.org
Source: SUPERVALU INC.