SimpleNutrition streamlines the process of finding what's best for you and your family. Green tags on qualifying items throughout the store call out a product's nutrition or ingredient benefits. There are 22 different benefits highlighted in SimpleNutrition.
The 22 benefits included in the program encompass two groups of messages: those that meet lifestyle or dietary needs, and those that meet specific nutrition or ingredient criteria
4 benefits messages for lifestyle/dietary needs: Gluten Free, Organic, Natural, and also Calorie Smart
18 benefits with specific nutrition criteria: Made with Whole Grains, Good Source of Fiber, Fat Free, Sodium Smart, Low Saturated Fat, Low Fat, Sugar Free, Good Source of Calcium, Good Source of Vitamin A, Good Source of Vitamin C, Good Source of Iron, 0g Trans Fat, 100% Juice, Low Cholesterol, Good Source of Antioxidants, Good Source of Potassium, Good Source of Folate, Lean Protein
All the items, including both national brands and our own store brands, are screened against health agency guidelines. Generally, to qualify for a SimpleNutrition nutrient benefit message, products must first pass the SimpleNutrition criteria restricting fat, sodium, sugars, saturated fat and cholesterol content. The product must also provide at least 10% of the Daily Value for key beneficial nutrients in the diet. These criteria were chosen to limit the levels of nutrients which may negatively impact health, and to ensure the presence of beneficial ingredients that support a healthier lifestyle. Qualifying items receive a shelf tag highlighting up to two key nutrient or ingredient messages.
Other items carry a message of Gluten Free, Organic, Natural, or Calorie Smart because they meet a specific lifestyle or dietary need.
Limiting benefits to no more than two on each tag makes it easier and quicker for our customers to shop for products that meet the SimpleNutrition criteria. Through research, we learned that including too many nutrient or ingredient benefits on a tag can make them difficult to read and overwhelming to consumers.
Although a product may have more than one or two key nutrients or ingredient benefits, the green SimpleNutrition tag displays the benefits that are most relevant for that particular product. For example, hot and cold cereals are important sources of whole grains and fiber, so many cereals receive both tags. Products may also receive a lifestyle or dietary benefit message such as Organic or Gluten Free along with a nutrient benefit message, such as Low Fat. In some cases, products may only qualify for one benefit message.
Visit our website Safeway.com/SimpleNutrition
to learn more about the detailed criteria behind SimpleNutrition, and about the definitions behind the key nutrient or ingredient benefits displayed on green SimpleNutrition shelf tags.