A leader in the retail food industry with health and nutrition offerings, Safeway created SimpleNutrition as a first step in helping its customers modify the selection of products that support a healthier lifestyle. SimpleNutrition makes it easy to find nutritionally better items in store with green shelf tags that highlight up to two of 22 different nutrition and ingredient benefits such as “gluten free,” ”organic,”
“Consumers are inundated with conflicting nutrition information and are often skeptical of the nutrition claims on packaging,” said Safeway’s Barbara Walker, group vice president, consumer communications and brand marketing. “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.”
According to a recent nationwide survey commissioned by Safeway of more than 1,500 moms, 36 percent said they are cautious about the claims made on packaging. In fact, as many as 41 percent of moms said that not having time to read all nutrition labels in store is a challenge they face when trying to make informed nutrition choices. Like the moms in the survey, all shoppers will appreciate that SimpleNutrition is like having a personal nutrition coach, in that in-store tags help them find choices that are nutritionally right for them, thereby reducing the choices of those that are not.
At home, Safeway shoppers can turn to Safeway.com/
The SimpleNutrition Solution
The products in the program are nutritionally better and get tagged with a message such as ‘Low in Fat’ or ‘Good Source of Fiber,’ and each must provide key beneficial nutrients. Also included are benefit tags for shoppers interested in gluten free, organic, natural or ‘Calorie Smart’ choices. The criteria for SimpleNutrition were designed in partnership with registered dietitians and food labeling experts, and are based on health agency guidelines.
Building Blocks for Healthier Eating
Safeway will continue to update the qualifying items based on changes in product nutrition and ingredient information and new products in the store. The company is also committed to expanding the SimpleNutrition program throughout 2011 by launching a personalized online nutrition tool to help shoppers find healthier alternatives to the foods they currently purchase.
SimpleNutrition exemplifies Safeway’s leadership in health and wellness initiatives. It has long been committed to providing health and wellness brands to its customers such as O Organics™ and Eating Right® and most recently launching Open Nature™, a line of 100% natural foods. The company has also removed added trans fats from all private-label products, and guarantees all private label milk to be free of growth hormones.
Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,702 stores in the United States and western Canada and had annual sales of $40.8 billion in 2009. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.
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National retail grocery chain with stores throughout located throughout North America (approximately 20 states and Canada).
