MILWAUKEE — Roundy’s here said Monday it is rolling out a new shelf-labeling program called “health key” to guide shopper to foods with healthy attributes.

To gain a health key tag, products must pass through filters specifically put in place to omit items with excessive fat, saturated fat, cholesterol, sugar, and sodium. For example, if a product’s packaging claims it is made with whole grains, or any other nutrient, it will receive a health key tag only if it contains less than 13 grams of fat, 3 grams of saturated fat, 60 milligrams of cholesterol, or 480 milligrams of sodium in each serving.


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“Customers encounter a sea of package claims every day when they shop,” said Dana Schueller, senior marketing leader, Roundy’s. “Health key evaluates all products against the same rules, allowing customers to be confident that they’re making consistent healthful choices throughout the store by following health key attributes.”

The 18 color-coded tags identify products that are determined to be good sources of certain nutrients, such as calcium or potassium, and also products that are sodium-free, or have no sugar or no added sugar. Additional labels indicate products that are organic, vegan, gluten-free and lactose-free.

Roundy's said the program rolls out Jan. 1.

The company operates 163 supermarkets under the Pick 'n Save, Copps, Metro Market, Rainbow and Mariano's Fresh Market bannners in the Midwest.

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