Nutrition Keys Is Now 'Facts Up Front'

JULIE GALLAGHER

WASHINGTON — The voluntary front-of-pack labeling system launched by the Food Marketing Institute in concert with the Grocery Manufacturers Association last January has a new identity. The program previously known as “Nutrition Keys” is now “Facts Up Front.”

A $50 million campaign by the same name will launch in early 2012 to educate consumers about Facts Up Front icons. The FMI and GMA have retained BBDO New York, Edelman and Food-Minds to develop the program that will build awareness, understanding and use of the labels that highlight calories, saturated fat, sodium and sugar per serving. Nutrients to encourage are also included.

“Facts Up Front was selected because it clearly communicates the program objective — to move fact-based information from the Nutrition Facts Panel on the back or side of the package to the front so shoppers can more easily find the information they need to make more informed decisions when they shop,” GMA spokeswoman Ginny Smith told SN.

Seventy percent of packaged foods and beverages (including private labels) are expected to adopt the symbols. "There are products carrying the Facts Up Front icons in the marketplace now, and that number continues to grow based on seasonality and production and distribution schedules," Smith said.