American grocery shoppers have become very savvy label readers, not only scanning fat, calorie and carb counts, but also scrutinizing for food allergens. It’s a fact that hasn’t been lost on Purchase, NY-based Stop & Shop Supermarket Company LLC, an operator of more than 400 stores throughout Massachusetts, Connecticut, Rhode Island, New Hampshire, New York and New Jersey that has launched two new health and wellness initiatives designed to address two pervading health issues impacting customers and their families: childhood obesity and food allergens. 

In its ongoing efforts to fight childhood obesity and help kids live healthier lifestyles, Stop & Shop has published its first issue of Kid Healthy Ideas, a free health and wellness quarterly magazine, which is available in all stores. The 12-page, full-color publication, is geared towards kids aged 8-12 and features health-related educational articles, games and recipes.
 
“For many families, healthy eating choices begin at the supermarket and with childhood obesity on the rise, it’s an important issue to Stop & Shop,” said Arlene Putterman, manager of public and community relations for Stop & Shop’s NY Metro Division. ‘We offer kids a variety of exciting and interactive ways to learn about proper nutrition and health both in our stores and on our website with Stop & Shop’s exclusive Passport to Nutrition program, which provides tips on nutrition and living healthy lifestyles in a fun and interactive way. These are just a few ways we are reaching out to children to encourage them to eat healthy.”
 
The Passport to Nutrition program gives kids an additional opportunity to choose how to eat healthy by promoting the tenet of “eating a rainbow” of fruits and vegetables, consuming whole grains beyond bread, and drinking lots of water and 100% fruit juices.
 
Healthy foods and beverages—including Stop & Shop’s Own Brand products—feature the company’s Healthy Ideas symbol on the shelf or package. “These foods are truly healthy for you based on the government’s definition of healthy,” commented Suzi Robinson, manager of public and community relations for Stop & Shop’s New England Division.

Raising Gluten Free Awareness
 
In conjunction with its new publication, Stop & Shop’s second initiative has been to provide gluten-free labeling and expand its offering of gluten-free products in all of its stores.
 
Celiac disease continues to rise with an estimated 1 in 133 people in the U.S. currently being treated and living a gluten-free lifestyle. For those who have the disease, a genetic, autoimmune disease, the only treatment is a lifelong gluten-free diet. Gluten is a mixture of proteins called prolimins that are found in wheat, barley and rye relatives of those grains such a spelt, triticale or kamut. Some common gluten-containing foods include bread, pasta, crackers, cookies and beer. However it can also be found in such items as licorice, soy sauce and even some vitamins and medications that use additives, flavorings, fillers and binders made from gluten-containing grains.
 
“Over the past several years, Stop & Shop has received an increasing number of customer requests for gluten-free products within our stores,” said Ms. Robinson. “To help customers more easily identify gluten-free products in our stores, we have introduced a new gluten-free shelf labeling system.”
 
Eye-catching blue and green gluten-free labels are placed on the shelf immediately below approximately 3400 of Stop & Shop’s Own Brand and national brand products to help customers make the correct choices that fit their lifestyle and diet. All identified products are deemed gluten-free based on a commitment from the manufacturer.
 
Ms. Robinson said the store updates its product databases monthly so more products will continue to be added to its gluten free listing until they are all are accounted for.
 
At present, the company has no immediate plans to identify other food allergens such as soy or dairy.