Safeway Launches Nutritional Label Program
Grocers have tried a variety of nutritional labeling systems
to help consumers make wise food choices and gain a competitive advantage in
the process. Now, Safeway is introducing its SimpleNutrition program to the
The SimpleNutrition system uses green shelf tags to highlight two key nutritional
benefits such as gluten free, organic, made with whole grains, etc. In total,
there are 22 different benefits that appear on the labels.
“Consumers are inundated with conflicting nutrition information and are
often skeptical of the nutrition claims on packaging,” said Barbara Walker,
group vice president, consumer communications and brand marketing for Safeway,
in a statement. “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.”
A recent nationwide
survey commissioned by Safeway found 36 percent of moms are cautious about
the claims made on packaging while 41 percent cited a lack of time to read
labels in stores. Safeway is positioning SimpleNutrition as the answer to both
The grocer has added a page on its website, Safeway.com/SimpleNutrition,
to help consumers access food, health and nutrition information.
- Safeway Announces ‘SimpleNutrition’, an In-Store Shelf Tag System, to Help
Shoppers Find The Right Nutrition Choices for Them – Safeway Inc./Business
Discussion Questions: How well received have shelf nutritional label programs been at retail to date? What is your assessment of Safeway’s SimpleNutrition program?