Representing the Makers of the World’s Favorite Food, Beverage and Consumer Products

Facts Up Front Makes Navigating the Grocery Aisles Simple

June 23, 2015

By: Mary Sophos- Executive Vice President, Policy and Strategic Planning

Noticed anything new on the supermarket shelves recently?  If not, take another look! (hint: check out the “demi-lunes” on the front of packages in the cereal, soup, beverages, cookies and crackers, packaged meat and bread aisles and many more!)

These demi-lunes displaying key nutrition facts are the signature of a front-of-pack nutrition labeling system – called Facts Up Front – that is a voluntary initiative led by the Grocery Manufacturers Association, which represents the nation’s leading food and beverage companies, and the Food Marketing Institute, which represents more than 1,500 food wholesalers and retailers.

With Facts Up Front,  leading U.S. manufacturers and retailers are coming together with a common system that puts key nutrition information on the front of the package to make it easier for busy shoppers to make informed decisions for themselves and their families.

Since these front-of-the-pack labels started to appear several years ago, Moms – still the primary shopper for the family — are now significantly more likely to look at the label, compare products using the label, and choose ingredients for a recipe.

Research shows that more and more Moms also agree that the labeling is easy to use, simple to understand and helps them be more informed about calories and the nutritional content of products. That is why they like it and trust it.  They also know that the information in Facts Up Front is drawn from the Nutrition Facts Panel on the back or sides of packages that is regulated by the FDA.

Facts Up Front provides information on calories and nutrients such as saturated fats, sodium and sugars that many people don’t want to consume in excess – so-called nutrients to “limit” — as well as information about protein, fiber and vitamins that many Americans don’t consume enough – nutrients to “encourage”.

So you don’t have to hunt for the nutrition information that is important to you – you can find it right up front and use it to compare products and make the choices that are right for you and you family. When I was at the grocery store last week, I was happy to see the Facts Up Front label on more products, which shows growing use by companies.

Last year, the food and beverage industry ran a multi-million dollar consumer education campaign to make sure consumers knew to look for the “demi-lunes” and how to use them. Overall consumer awareness of Facts Up Front doubled to 42% percent from 21% before the campaign.

Consumers can count on seeing more and more products carrying Facts Up Front and go to the website. to find a variety of easy-to-use tools, including a nutrition calculator, an interactive Facts Up Front label, a nutrition quiz, shopping and meal planning tips and recipes. Whether you’re just learning about nutrition facts or already have a strong understanding of them, you can find a wealth of engaging and useful information on the site.


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