Food rating systems: Grocery stores roll out nutrition rankings

By Julie Deardorff and Steve Mills

Chicago Tribune

(MCT)

In an attempt to help consumers sort through confusing and sometimes misleading labels, grocery stores are rolling out individual food rating systems. At least five new programs designed to single out healthy foods are in use across the country or are expected to launch in the next few months.

But while all promise to help shoppers make healthier decisions on the fly, critics say the new tools make it even harder to make better choices.

"The food industry, the nutrition community and the federal government are not helping the consumer because over the decades we've changed what they should be looking for," he said. "In some ways, we need to make it simpler. Maybe we need to start with the question of, 'Is it real?'"

But manufacturers and grocery stores know consumers are drawn to health claims, particularly if they appear independent. A study in Appetite, a peer-reviewed nutritional journal, found that consumers are more likely to trust nutrition symbols that are endorsed by third parties such as health organizations, and the simpler the symbol or icon, the better.

But the new systems are anything but simple. Each is based on different criteria. Some exclude snack foods, candy, ice cream and jams from the ratings. Some try to help consumers find the healthiest food within a category, such as cookies. Others allow comparisons of foods in different supermarket aisles. And while a product might be labeled healthy according to one system, it might receive a low score elsewhere.

Katz maintains that NuVal is the most comprehensive program. "It's not a product of anyone or anything in the food industry," he said. "Food manufacturers have no direct influence over us."

The AHA fends off the criticism by making two points. The first is that scientists disagree on how much to limit added sugars in a healthy diet, though most say less is better.

"Perception is a big part of it," Bennett said. "We don't want to be involved with a product where the public would think, 'Boy, why would the ADA be involved with that?' "

Ultimately, consumers should keep in mind that if a food has a label, it is often a processed product that is less likely to be a healthy choice. In fact, when strict nutritional standards are applied, the vast majority of supermarket food doesn't make the cut under most of the programs.

"The real question is, is better junk food a good choice?" Nestle asked. Buying "healthier" potato chips, she said, "will delude you into thinking that you're doing something for your health when the best thing is to not eat them at all."