EDEN PRAIRIE, Minn. ? When Supervalu Inc. started putting color-coded nutritional labels on its foods, the grocery chain deliberately choose to not call out the less healthful fare, said Julie Dexter Berg, chief marketer for Supervalu. ?We would never put a sign on Cheetos and say: ?This is something you should not be buying,?? she told Bloomberg.
With First Lady Michelle Obama?s Let?s Move campaign targeting obesity in children, more attention has been paid to the nutritional value of food on store shelves. Supervalu, along with Walmart, have also tackled the issue of food deserts, with commitments to open stores in underserved areas.
Supervalu has worked with Obama on alerting shoppers to foods rich in protein or low in saturated fat, for example, with its color-coded labels in its nutrition iQ program, which was rolled out in 2009 at Albertsons locations. Today, Acme, Cub, Farm Fresh, Hornbacher?s, Jewel-Osco and Shoppers stores all have nutrition iQ.
Nutrition iQ has resulted in sales of more healthy products, such as whole wheat flower and pizza sauce, said Craig Herkett, CEO of Supervalu.
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