Americans Seek Simpler Solutions to Interpreting the Nutrition Facts Panel & Identifying Healthy Foods

SCARBOROUGH, Maine-- (BUSINESS WIRE) -- Since the inception of the Nutrition Facts Panel 15 years ago, Americans have clocked many hours in grocery store aisles comparing the nutritional content of different food items in an effort to identify the healthiest options. However, a new survey from Guiding Stars, the world’s first storewide nutrition navigation system, found that two-thirds (67 percent) of Americans are only somewhat confident, at best, they can select healthy foods from the Nutrition Facts Panel alone.

With more information available than ever before, nutrition is top-of-mind for many Americans. Yet, many are not using the Nutrition Facts Panel to its full potential. In fact, the survey found that 74 percent of people find the Nutrition Facts Panel to be either “exhausting to read” (28 percent), “difficult to understand” (24 percent), “not helpful” (11 percent) or “something to ignore” (11 percent). While the Nutrition Facts Panel is essential to help shoppers identify the nutrients in packaged foods, many Americans seek easier-to-use tools that can help them quickly identify nutritious options.

An At-A-Glance Interpretation of the Nutrition Facts Panel

According to the survey, one-in-four Americans (25 percent) would prefer a good-better-best rating of nutritional value, in their supermarket. Guiding Stars, does just that, rating each food item with zero-to-three stars based on the nutrition value obtained from the Nutrition Facts Panel. The Guiding Stars nutrition navigation system eliminates the need to compare every food item in the store, serving as a simple, easy-to-understand tool to help shoppers quickly identify more nutritious foods as they shop.

Guiding Stars utilizes a proprietary algorithm that is grounded in evidence-based science and the most current guidelines and recommendations of leading national and international health organizations, such as the FDA and USDA. The system credits all edible foods based on the presence of vitamins, minerals, dietary fiber and whole grains, and debits for the presence of trans fat, saturated fats, cholesterol, added sugars and added sodium. Food items are then awarded zero, one, two or three stars – one star means good nutritional value; two stars, better nutritional value; and three stars, the best nutritional value.

“Our research shows that there’s a need in the marketplace for a simpler solution to help identify healthier food choices,” said John Eldredge, director of brand and business development at Guiding Stars Licensing Company. “Guiding Stars offers this solution by interpreting the Nutrition Facts Panel to help shoppers more easily identify foods that offer the most nutrition for the calories, and make it easier than ever to maintain a healthy lifestyle.”

The Guiding Stars system was the first of its kind when implemented in select grocery stores in September 2006 in response to consumer demand and will be celebrating three years of success in the marketplace this fall. The Guiding Stars program is now on shelf tags and signage in grocery stores throughout the East Coast and recently launched the first nutrition navigation system in a public school in MSAD 75 in Topsham, Maine, and Bates College in Lewiston, Maine in April.

Survey Methodology

The Guiding Stars Survey was conducted by Kelton Research between June 23-June 30, 2009 using Random Digit Dialing of listed and unlisted numbers. The survey was fielded to 1,000 nationally representative Americans 18 years and older, and consisted of 484 men and 516 women. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About Guiding Stars Licensing Co.

Since 2006, Guiding Stars has been leading the way in helping consumers make nutritious choices by pioneering the first-ever storewide nutrition navigation system. The Guiding Stars program is a simple, easy-to-understand tool for making good nutritional choices and is designed to make a positive and lasting impact on public health. Guiding Stars Licensing Co., based in Scarborough, Maine, creates opportunities for supermarkets, manufacturers, food service providers and other organizations to license the program and make nutritious shopping simple throughout the United States. Guiding Stars is currently in more than 1,400 supermarkets up and down the East Coast including 1,177 Food Lion Stores in the Southeast and Mid-Atlantic, 167 Hannaford locations in the Northeast and 108 Sweetbay stores in central and western Florida. The program is supported by a 15-person team with significant licensing, marketing, food retail, IT and customer service experience. Additional information can be found at www.guidingstars.com.

Cone Inc.

Jordan Salvatoriello, 617-939-8307

jsal@coneinc.com