Washington — A campaign to increase consumers’ understanding and awareness of the Facts Up Front nutrition labeling system has been introduced by the Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI).
The national initiative combines an advertising campaign to build recognition of the front-of-package labels among consumers and to educate them through an online toolkit in English and Spanish that includes a nutrition information, a nutrition calculator and an interactive label that explains the how the nutrients listed on the labels affect health and identify sources for them. The website, factsupfront.org, is accessible on mobile devices, and will be promoted through October with print, digital and in-store communications.
GMA President and GEO Pamela G. Bailey explains: “With more than 50 companies voluntarily implementing Facts Up Front on their branded and private-label products, it’s important for shoppers to know this tool is out there and that they understand how to use it. With Facts Up Front, we’re simplifying nutrition so everyone has the essential information needed to help build more healthful diets.”
Leslie G. Sarasin, FMI CEO and president adds: “Our research tells us that more than two-thirds of shoppers read food labels looking for information related to sodium content, sugar, fat and calories. The Facts Up Front Program gives these shoppers the information they’re looking for in a convenient, easily accessible format.”
According to a GMA-sponsored Harris Poll, more than 90 percent of shoppers say Facts Up Front makes nutrition information easy to find and understand. The front-of-package labeling program is advised by a panel of third-party experts in medical, nutrition and health disciplines and is based on science and research related to consumer messages about nutrition, including the Dietary Guidelines for Americans, GMA reports. Further, the program can accommodate changes to the Nutrition Facts Panel and other government guidelines and regulations.