WEST SACRAMENTO, Calif. — The innovative shelf-tagging system Raley’s introduced two years ago to help shoppers make better decisions about the food they buy has been expanded to cover a wider range of merchandise.
With the upgrade, Raley’s Shelf Guide now includes products shelved in nonfood aisles at the family-owned retailer’s 129 stores in Northern California and Nevada under the Raley’s, Bel Air Markets, Nob Hill Foods, Food Source and Market 5-ONE-5 banners.
Consumers are more health conscious than ever, but complicated and confusing food and household product labels remain one of the biggest challenges to making better choices, Raley’s said last month in announcing the move.
Raley’s cited a Spoon Guru survey suggesting that a majority of grocery shoppers want retailers to do more to encourage healthy eating.
Raley’s introduced the system to help in-store shoppers know at a glance how the food they buy helps or hinders their goal of eating healthier.
The shelf tags are tailored to the specific health attributes Raley’s consumers are seeking. These attributes are conveyed through simple, bright icons placed directly on price tags at the shelf to help shoppers gauge whether a breakfast cereal, a pasta or any other item meets their dietary and nutritional needs, without having to refer to product labels. A red tag with a white capital K tells shoppers the product is kosher, for instance, and a white O on a green tag indicates it is made with organic ingredients.
With the expansion, more than two-thirds of the items in the center of the store have at least one icon, the company said. New categories and icons include:
• Food & Beverage: Icons convey such attributes as nutrient dense, plant-based, no added sugar, ketogenic, vegan, heart healthy and kosher.
• Health & Beauty and Household: Icons convey such attributes as no added fragrance, paraben free, clean label and sustainability.
• Pet Care: Icons convey such attributes as grain free, meat as first ingredient, high in protein, raw and organic.
“Consumers have the right to know exactly what they are eating, putting on their bodies or using in their homes. We are looking into a more holistic wellness approach when navigating the aisles,” said Yvette Waters, Raley’s nutrition strategist and brand influencer. “Raley’s has enhanced standards of what customers should expect from their local grocer. We want to give customers easy access to better options for a healthier lifestyle and provide greater transparency in labeling of products on our shelves and online.”
The shelf guide’s digital component aims to help shoppers plan their shopping trips and “remembers” the product attributes that a shopper deems important.