Kings Super Markets Adopts Guiding Stars Rating System

CAROL ANGRISANI

PARSIPPANY, N.J. — Marking its first major step outside Delhaize America, the 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. The ratings will appear on product shelf tags.

“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.

“We aim to play a key role in helping our shoppers lead a healthy lifestyle, and Guiding Stars will be another important tool in achieving that goal,” Mikell added.

Kings operates 23 stores in New Jersey and one on Long Island, N.Y.

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

Guiding Stars is currently in use in more than 1,500 supermarkets including Delhaize's Food Lion, Hannaford Bros., Bloom and Sweetbay. It also can be found in 11, one- to six-unit independents in New England; in Topsham, Maine, public schools; and in dining halls and convenience stores at Bates College and the University of New Hampshire.

“This is a milestone that we've been working toward for over a year: Taking the first substantial step outside Delhaize,” Eldredge told SN. “We get to create a significant presence in New Jersey.”

Kings is an ideal partner because of its strong focus on produce and health and wellness, according to Eldredge. Along with other programs and services, it runs healthy-living classes at cooking studios in two locations.

“Kings is well positioned to leverage the program because of its focus on health,” Eldredge said.

Delhaize-owned Hannaford Bros. developed Guiding Stars in 2006.

Along with being featured on shelf tags, the ratings appear on select Delhaize private-label packaging.

More than 60,000 foods are currently rated.