A New Guiding Stars Takes the Stage

Ahold Delhaize USA has rolled out a new design for its Guiding Stars program that it said will make better-for-you choices easier to make for shoppers and support a corporate ambition to encourage healthy eating.

Since 2006, when it was developed at Hannaford Supermarkets, Guiding Stars has supported retailers, including the brands of Ahold Delhaize USA—Food Lion, Giant Food, The Giant Co., Hannaford and Stop & Shop—by helping customers easily find foods with good, better and best nutrition on shelf tags, product packages and online. Manufacturers, retailers, foodservice and wellness programs also use Guiding Stars' product database and patented algorithm to help set healthy sales targets, reformulate products, fuel recommendation engines and power healthy behavior rewards programs.

The new look includes a new logo and updated star icons that will make healthy product easier to find, the company said. In the center of the logo is a compass that represents the direction Guiding Stars gives. There is also an apple that represents nutrition. These features come together to demonstrate a positive approach to communicating nutrition guidance, which is reinforced by the gold star. In consumer testing, the new mark was widely understood as a guide for nutritious foods.

The star icons, now include the words “good,” “better” or “best” so consumers clearly know which products are most nutritious. Outlined stars were also added to clarify that Guiding Stars are out of a possible total of three.

“As we’re emerging from the pandemic, consumers are more interested in health and nutrition than ever as they care for themselves and their families and manage health conditions, as well as look to boost their immune systems,” said Julie Greene, director of Guiding Stars. “As the focus on healthy eating intensifies and Guiding Stars nears our 15th anniversary, it was the right time to freshen our approach and make it even easier for consumers to make good choices.”

The new look is now integrated into the Guiding Stars website, which also offers insights and tips on food and nutrition. Consumers will begin to see the new branding on product packaging, in-stores and on online shopping platforms for subscribing grocers and other clients beginning this summer.