Grocery Manufacturers Association and
Food Marketing Institute are targeting moms, Hispanics and
African Americans with a national consumer education campaign
launched Monday to boost awareness of the voluntary Facts Up Front
nutrient-based labeling initiative, initially announced in
Though the campaign comes less than a week after First Lady
Michelle Obama announced changes proposed by the FDA to the
Nutrition Facts Panel, the timing of GMA's campaign is purely
coincidental, Mary Sophos, EVP for Policy and Strategic Planning,
GMA, told SN.
Facts Up Front is based on the Nutrition Facts Panel, and lists
nutrients the Dietary Guidelines for Americans recommend limiting.
They include calories and information about saturated fat, sodium
and sugar per serving. Additionally, Facts Up Front may include
information on one or two nutrients to encourage such as potassium,
fiber, protein, vitamin A, vitamin C, vitamin D, calcium and
GMA and FMI's print and digital campaign includes bilingual ads
designed to build understanding of the Facts Up Front label. The ad
instructs moderately active adults to strive for 2,000 calories,
2,300 milligrams of sodium and 20 grams of saturated fat per
More than 50 retailers, manufacturers and wholesalers have, or
are in the process of, voluntarily implementing Facts Up Front.
Hy-Vee, Kroger, Safeway, Harris Teeter, CVS and other retailers
comprising about 80% of private label SKUs, are rolling out the
labels on their store brands, according to GMA.
Last month, a portal geared to retailers with interest in
Facts Up Front was launched. It includes free communication tools,
tip cards, sample press releases and other materials.
Though updates to the Nutrition Facts Panel are "several years
off," Facts Up Front will jibe with those changes once they are
implemented, Sophos said.
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