Safeway Announces SimpleNutrition In-Store Shelf Tag System

Safeway Inc. announced its new SimpleNutrition program, an in-store shelf tag system that makes it easier for shoppers to find better nutrition choices among foods and beverages most important to them and their families. The SimpleNutrition green shelf tags on qualifying items are located throughout the store next to Safeway's Everyday Low Prices and Club Card specials.

Safeway created SimpleNutrition as a first step in helping its customers modify the selection of products that support a healthier lifestyle. SimpleNutrition makes it easy to find nutritionally better items in store with green shelf tags that highlight up to two of 22 different nutrition and ingredient benefits, such as: Gluten Free, Organic, Sodium Smart, or Made with Whole Grains. Shoppers will see that the tags are simple to read without a complicated numbering system or confusing symbols. The products included in the program meet specific criteria, so shoppers can focus on the nutrition benefits they want or need most in their diet to meet their nutrition goals. According to a recent nationwide survey commissioned by Safeway of more than 1,500 moms, 36 percent said they are cautious about the claims made on packaging. In fact, as many as 41 percent of moms said that not having time to read all nutrition labels in store is a challenge they face when trying to make informed nutrition choices.