Front-of-Pack Nutrition Labeling Initiative Launched

"Nutrition Icon" program to be supported by consumer education campaign.

January 25, 2011

PHOENIX, Ariz. -- A new front-of-pack nutritional labeling program is being touted as the most significant modernization of food labels since the Nutrition Labeling and Education Act of 1990.

On Monday, "Nutrition Keys," a voluntary front-of-pack nutrition labeling system, was announced. The program was jointly developed by the Grocery Manufacturers Association (GMA) and Food Marketing Institute (FMI) in response to a request from First Lady Michelle Obama last March.

"We share First Lady Michelle Obama??s goal of solving childhood obesity within a generation," said GMA President and CEO Pamela Bailey. "(This) announcement would not have been possible without her leadership. Food and beverage companies have a strong track record of providing consumers with the products, tools and information they need to achieve and maintain a healthy lifestyle, and this program represents a significant milestone in our ongoing effort to help consumers construct a healthy diet."

"Today??s sophisticated consumer wants more information about their food than ever before," said FMI President and CEO Leslie Sarasin. "Nutrition Keys, combined with the many innovative nutrition education tools and programs in retail stores, is helping us meet that challenge and exceed consumer expectations."

The Nutrition Keys program involves placing important nutrition information (calories, saturated fat, sodium and total sugars content) on the front of packages.

A sample Nutrition Key icon can be seen on the GMA Web Site or the FMI Web site.

In addition, some products will display information about "nutrients to encourage" that are important for a healthy diet, but are under-consumed by the general population, such as: potassium, fiber, vitamin A, vitamin C, vitamin D, calcium, iron and also protein.

The Board of Directors of GMA and FMI adopted a joint resolution in support of the Nutrition Keys initiative at their January 23 joint meeting. Those companies represent the vast majority of food and beverage products sold in local stores.

Companies will begin to place the icon on their products in 2011 according to seasonality and production schedules. To build consumer awareness and promote use of the icon, participating manufacturers and retailers will initially invest at least $50 million in an advertising, public relations and in-store marketing campaign aimed at those who serve as the primary shopper for their family.

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