Supervalu Bows ‘Healthy Elements’ Nutritional Labeling Program For Indies

Supervalu is rolling out a labeling program for its independent retailers to help their stores identify products that meet Food and Drug Administration (FDA) guidelines for important health-related attributes such as low-fat, low-cholesterol and low-calorie. Dubbed “Healthy Elements,” the program is piloting in several Supervalu-supplied retail locations this month, with a nationwide launch expected for later this summer.

“Consumers are becoming more selective about the food they eat because they are more knowledgeable about how it impacts their health,” said Brian Audette, VP of independent sales and marketing for Supervalu’s Supply Chain Services organization. “Healthy Elements is a ‘source to a healthier you.’ It is designed to make it quick, easy and convenient for shoppers in our store to identify products that will support their lifestyle choices.”

Backed with in-store brochures, posters, and shelf labels, the program may also be included in stores’ advertising circulars as retailers begin adopting Healthy Elements, according to Audette.

Many items in the grocery, frozen and dairy departments will be identified through Healthy Elements, depending on store size. Each item will be labeled with a green shelf tag that lists up to four attributes, along with the product name, size, UPC and item code. Product lists will be updated every four months.

The nine Healthy Elements attributes, which were reviewed by dietary experts and have relevance to the country’s top health issues, including heart disease, cancer, stroke and diabetes, include:

--Gluten Free: no gluten-containing grains
--Good Source of Calcium: 10 percent to 19 percent daily value per serving
--Good Source of Fiber: 10 percent to 19 percent daily value per serving
--Low Calorie: 40 calories or less per serving
--Low Cholesterol: 20 milligrams or less cholesterol and 2 grams or less of saturated fat per serving
--Low Fat: three grams or less per serving
--Low Sodium: 140 milligrams or less per serving
--Organic: certified under the National Organic Program; must contact at least 95 percent organic ingredients
--Whole Grain: whole grain is listed first on the package ingredient list

The Healthy Elements attributes are labeled based on FDA guidelines or manufacturer information as provided on the package’s nutritional panel.

“Healthy Elements empowers consumers to make smart, health-conscious decisions about the food they put in their carts, and ultimately what they place on their dinner tables,” Audette said. “Grocery stores are in a prime position to be partners in this process.”

With approximately 2,500 corporate retail grocery locations, Minneapolis-based Supervalu’s nationwide supply chain network provides distribution and related logistics support services to more than 2,500 independent retailers and other grocery endpoints across the United States.
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