Kings Super Markets Opts for Guiding Stars

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Kings Super Markets Opts for Guiding Stars

Upscale grocer Kings Super Markets, Inc. is rolling out the good-better-best nutrition rating system “Guiding Stars” in all 24 of its grocery stores, which are located in New Jersey and Long Island, N.Y.

“We are committed to exceeding customer expectations, and Guiding Stars adds significant value by making it easier for shoppers to identify nutritious choices while they shop,” explained Patricia Mikell, senior director of marketing at Parsippany, N.J.-based Kings. “We aim to play a key role in helping our shoppers lead a healthy lifestyle, and Guiding Stars will be another important tool in achieving that goal.”

“The Guiding Stars program, is beneficial in helping shoppers identify healthier choices, and a great fit for Kings, which is well known for providing a high-quality shopping experience,” added John Eldredge, director of brand & business development at Scarborough, Maine-based Guiding Stars Licensing Co. “Guiding Stars helps take the guesswork out of nutritious shopping by eliminating the need to compare every item in the store.”

The system features a proprietary algorithm grounded in evidence-based science and employs the most current guidelines and recommendations of such national and international health organizations as the FDA, USDA and World Health Organization. All edible foods receive credits based on the presence of vitamins, minerals, dietary fiber and whole grains, and debits for the presence of trans fats, saturated fats, cholesterol, added sugars and added sodium. Guiding Stars debuted in 2006 at Hannaford Supermarkets, and has since been implemented by sister Delhaize banners Food Lion, Bloom and Sweetbay Supermarket, as well as a public school in Topsham, Maine, Bates College, the University of New Hampshire, and the Shopper mobile iPhone application.