Kings Super Markets Adopts Guiding Stars

CAROL ANGRISANI

PARSIPPANY, N.J. — Marking its first major step outside Delhaize America, Guiding Stars nutrition navigation system will be implemented at Kings Super Markets here.

Each edible item throughout the store will be rated, earning a zero-to-three star rating according to its nutritional value.

“We are committed to exceeding customer expectations and Guiding Stars adds significant value by making it easier for shoppers to identify nutritious choices while they shop,” Patricia Mikell, senior director of marketing at Kings Super Market, said in a statement.

Along with national brands, Kings will use the ratings on its private labels, John Eldredge, director of brand & business development at Guiding Stars Licensing Co., told SN.

Guiding Stars is currently in more than 1,500 supermarkets including Delhaize’s Food Lion, Hannaford, Bloom and Sweetbay. It is also in 11, one- to six-unit independents in New England.

Guiding Stars has also launched in Topsham, Maine, public schools; the dining halls and convenience stores of Bates College and the University of New Hampshire, and on the Shopper mobile iPhone application.

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