There has been a lot of attention focused on the content and clarity of food and beverage labeling in recent years, especially in light of the ongoing obesity epidemic. But consumers have complained of information overload and confusion, calling for a simpler, more straight forward way to understand exactly what they’re getting in the foods and beverages they purchase. Enter Nutrition Keys, a voluntary, front of pack nutrition labeling system designed to help busy consumers make faster, more informed choices when they shop.  

Representing the most significant modernization of food labels since the Nutrition Labeling and Education Act of 1990, the Nutrition Keys program was developed through a collaborative effort between the Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) in response to a request from First Lady Michelle Obama in March  last year. The Nutrition Keys front-of-pack label employs a standardized format to present important nutrition information such as calories, saturated fat, sodium and total sugas content, on the front of packages, informing consumers about how the key nutrients in each product fit into a balanced and healthy diet as part of the federal government’s daily dietary advice.
 
In addition, the Nutrition Keys icon on some products will display information about “nutrients to encourage” that are important for a healthy diet, but are under-consumed by the general population. Nutrients to encourage that may appear on some products as part of the Nutrition Keys icon are: potassium, fiber, vitamin A, vitamin C, vitamin D, calcium, iron and also protein.
 
“Consumers have made it clear that they want to have access to all the information they need to construct a healthy diet,” explained Scott Openshaw, director of communications for the Washington, DC-based Grocery Manufacturers Association (GMA). “Nutrition Keys is a fact-based approach that summarizes important nutrition information from the Nutrition Facts Panel in a clear, simple and easy-to-use format on the front of food and beverage packages.”
 
“We share First Lady Michelle Obama’s goal of solving childhood obesity within a generation,” said Pamela Bailey, GMA’s president and chief executive officer. “Food and beverage companies have a strong track record of providing consumers with the products, tools and information they need to achieve and maintain a healthy lifestyle, and this program represents a significant milestone in our ongoing effort to help consumers construct a healthy diet.”
 
“Today’s sophisticated consumer wants more information about their food than ever before,” concurred Leslie Sarasin, president and chief executive officer of the Food Marketing Institute.  “Nutrition Keys, combined with the many innovative nutrition education tools and programs in retail stores, is helping us meet that challenge and exceed consumer expectations.”
 
The Board of Directors of GMA and FMI adopted a joint resolution in support of the Nutrition Keys initiative at their January joint board meeting. Those companies represent the vast majority of food and beverage products sold in local stores.
 
“Obesity is a serious and far-reaching problem,” commented Ric Jurgens, chairman and chief executive of Hy-Vee, Inc. and participant in the Nutrition Keys program. “As industry leaders, parents and grandparents, we have an obligation—along with government, schools and other stakeholders—to attack our nation’s rising obesity rates.”
 
“Helping consumers make informed decisions is not just good business sense, it is the right thing to do,” added Gary Rodkin, chief executive officer of ConAgra Foods, and chairman of the GMA Board of Directors. “Our industry has stepped up to the plate in a big way to help improve public health and combat obesity and this program is a very important step in the right direction.”
 
Companies began placing the Nutrition Keys icon on their products earlier this year. 
 
To build consumer awareness and promote use of the icon, GMA reported that America’s food and beverage manufacturers and retailers have agreed to support the change to their product labels with an “unprecedented” consumer education campaign. Participating manufacturers and retailers will initially invest at least $50 million in an advertising, public relations and in-store marketing campaign aimed at those who serve as the primary shopper for their family. 

So far, feedback indicates that the labels have been well-received. “The White House issued a statement recognizing the companies ‘for the leadership they have shown in advancing this initiative,’” conveyed Mr. Openshaw. “We’ll learn more about consumers’ reactions once the label has reached market saturation and after we conduct consumer research. Our research prior to launching this initiative strongly indicated that consumers find a label like this to be very helpful and we know that consumers want more information and tools to help them build healthy diets.”