Safeway Initiates Nutrition Shelf Tags

SN STAFF

PLEASANTON, Calif. — Safeway has introduced SimpleNutrition, an in-store shelf tag system designed to make it easier for shoppers to find better nutrition choices among foods and beverages.

SimpleNutrition green shelf tags highlight up to two of 22 different nutrition and ingredient benefits, such as: Gluten Free, Organic, Sodium Smart, or Made with Whole Grains.

"Consumers are inundated with conflicting nutrition information and are often skeptical of the nutrition claims on packaging," Barbara Walker, Safeway's group vice president, consumer communications and brand marketing, said in a statement. "SimpleNutrition is an 'at the shelf' program that simplifies and personalizes the grocery shopping experience so that shoppers can feel confident about making more informed food choices."

Safeway has also launched a complementary website, Safeway.com/SimpleNutrition, as a resource for food, nutrition and health information.