Four additional brands of Ahold Delhaize USA are helping customers eat healthier and save time grocery shopping by offering Guiding Stars, an industry-leading nutrition navigation program that was originally introduced at Hannaford in 2006 and Food Lion in 2007. Starting this week at all Giant Food, Giant/Martin's and Stop & Shop locations, as well as for store pick-up and delivery through Peapod, shoppers can select from thousands of products featuring the star ranking system that showcases “good,” “better” and “best” choices at a glance.
Guiding Stars is the latest example of the U.S. brands' commitment to give shoppers the tools they need to quickly identify food attributes that are important to them. With the rollout this week, the program will now be available in all of Ahold Delhaize USA's local brands.
Guiding Stars doesn’t tell consumers what to buy, but instead points them toward foods that have more vitamins, minerals, fiber, omega-3s and whole grains, as well as less trans fat, saturated fat, added sodium, added sugar and artificial colors.
Consistent with national policies, including the Dietary Guidelines for Americans and MyPlate, Guiding Stars scientifically and objectively evaluates foods and beverages for nutritional value. The patented, published Guiding Stars algorithm looks at specific attributes of foods that should be limited or encouraged and displays the rating on private brand product labels and the shelf tags and signs for regional and national brands.
"As more and more consumers prioritize nutrition and look to cook at home, Guiding Stars is an important tool in enabling consumers to easily locate nutritious foods," said Jim McBride, Director of the Guiding Stars program. “Guiding Stars serves as a visual reminder to achieve good nutrition. We’re delighted to work with four more local brands to help them make it easier for their customers to make more nutritious choices at the grocery store and achieve their healthy eating goals.”
Raising awareness and excitement
Giant Food, Giant/Martin's and Stop & Shop have all produced internal videos (see below) to raise awareness and excitement about the launch. Further, Giant/Martin's is kicking off a month-long 5% discount tomorrow through May 6 on all items that earn one, two or three Guiding Stars, giving their associates even more reason to eat well.
The Guiding Stars rating will be shown on products based on the following system:
- 1 star means an item has good nutritional value
- 2 stars mean an item has better nutritional value
- 3 stars mean an item has the best nutritional value
If no Guiding Stars symbol is shown, the item is either not nutritionally recommended, is new to the program and hasn’t been rated yet, or is less than 5 calories such as water, coffee or tea. Guiding Stars also does not rate medical foods, dietary supplements or baby formula.
For customers looking to buy their groceries online and enjoy the convenience of home delivery, Guiding Stars will be featured on over 4,000 products on Peapod.com. Shoppers will be able to easily sort through products based on the Guiding Stars rating for ease and convenience.