Roundy’s Launches New Nutrition Labeling Program for 2014

image004No added sugars. Low sodium. Whole grain. Heart healthy. When grocery shopping, many of us recognize these phrases, but how can consumers be certain that foods making various health claims really are good choices?

Beginning Jan. 1, 2014, Roundy’s introduces health key, a solution to simplify shopping for healthful groceries. The new program clearly labels foods with healthy attributes using shelf tags, allowing those with intolerances and health concerns to quickly and easily find what they need.

Using the guiding principles of science, trust and ease, health key is designed to inform shoppers of foods with healthy attributes, company officials say. Each health key tag will accurately represent the product as a whole.

To gain a health key tag, products must pass through filters specifically put in place to omit items with excessive fat, saturated fat, cholesterol, sugar and sodium. For example, if a product’s packaging claims it’s made with “Whole Grains,” or any other nutrient, it will receive a health key tag only if it contains less than 13 grams of fat, 3 grams of saturated fat, 60 milligrams of cholesterol or 480 milligrams of sodium in each serving.

“Customers encounter a sea of package claims every day when they shop,” says Dana Schueller, senior marketing leader, Roundy’s. “health key evaluates all products against the same rules, allowing customers to be confident that they’re making consistent healthful choices throughout the store by following health key attributes.”

The colorful and easy-to-read, health key tags have been awarded to thousands of individual products and will be in all Roundy’s grocery stores.

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