Safeway Inc. has introduced an in-store shelf-tag system dubbed SimpleNutrition that is intended to make it easier for shoppers to find and make better nutrition choices.


Safeway Inc., shelf-tag system, SimpleNutrition, Gluten Free, Organic, Sodium Smart, Made with Whole Grains, Barbara Walker, group vice president, consumer communications, brand marketing
































































































































































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Safeway debuts SimpleNutrition shelf tag system

February 16th, 2011

PLEASANTON, Calif. – Safeway Inc. has introduced an in-store shelf-tag system dubbed SimpleNutrition that is intended to make it easier for shoppers to find and make better nutrition choices.

The program was created as a first step in helping customers modify their selection of products to support a healthier lifestyle.

The green tags highlight up to 22 different nutritional benefits, including Gluten Free, Organic, Sodium Smart or Made with Whole Grains. The emphasis is on making the tags easy to read without recourse to a numbering system or symbols.

"Consumers are inundated with conflicting nutrition information and are often skeptical of the nutrition claims on packaging," said Barbara Walker, group vice president of consumer communications and brand marketing for Safeway. "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. While SimpleNutrition is not a replacement for the nutrition panel found on food and beverage packages, it provides shoppers with a quick snapshot of the nutrition and ingredient benefits that best match their nutritional needs."
 

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