The Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) announced that “Facts Up Front” will serve as the theme for the consumer education campaign in support of the food and beverage industry’s fact-based front-of-pack nutrition labeling system that was launched in January as Nutrition Keys.
Facts Up Front is a nutrient-based labeling system that summarizes important nutrition information from the Nutrition Facts Panel in a simple and easy to use format on the front of food and beverage packages. Facts Up Front is designed to help busy consumers – especially parents – make informed decisions when they shop.
“The food and beverage industry is committed to providing consumers with the products, tools and information they need to achieve and maintain a healthy diet and active lifestyle,” said Pamela G. Bailey, president and CEO of the Grocery Manufacturers Association in a prepared statement. “Through our $50 million comprehensive, multi-faceted consumer education campaign, we will bring the Facts Up Front program alive for consumers and help them understand and use this important new tool.”
Participating food and beverage companies will place the icons on the front of products that highlight nutrition information – calories, saturated fat, sodium and sugar per serving – in a clear, easy to understand format. Facts Up Front also provides consumers with valuable information about “nutrients to encourage,” the nutrients essential for a balanced diet, as well as those currently under-consumed by most Americans.
“The food retail industry is committed to feeding families and enriching lives by providing customers with the information they need to make healthy choices,” said Leslie G. Sarasin, president and CEO of the Food Marketing Institute. “The Facts Up Front icons move key nutritional information into full view, helping busy shoppers more easily make the most informed dietary decision they can for their families.”
The GMA and FMI boards of directors – which together represent more than 80 percent of packaged food and beverage sales in the U.S. – unanimously endorsed the Facts Up Front initiative in January. In addition, they also committed to a consumer education campaign to build consumer awareness, understanding and use of the icons.
The number of products carrying the Facts Up Front icons in the marketplace continues to grow based on seasonality and production and distribution schedules. The Facts Up Front consumer education campaign will launch in early 2012, as consumers will see the new icons on a majority of products in the marketplace.
GMA have FMI launched a new Facts Up Front Website, www.factsupfront.org.