HEALTH

Hy-Vee adopts NuVal Nutritional Scoring System to help customers determine food’s nutritional content

BY Alaric DeArment

NEW YORK Hy-Vee has introduced a scoring system to allow customers to determine the nutritional content of the food they buy.

The Midwestern supermarket chain announced Thursday that it had adopted the NuVal Nutritional Scoring System, making it the first chain to do so in the Midwest. Golub Corp., which operates the Price Chopper chain in the Northeast, also has introduced the system, licensed by Braintree, Mass.-based NuVal, a joint venture of Topco Associates and Griffin Hospital in Derby, Conn.

“You really shouldn’t need a Ph.D. in nutritional biochemistry to figure out which kids’ breakfast cereal is more nutritious,” said David Katz, chairman of Griffin Hospital’s Yale Prevention Research Center. “If people want to make good decisions about the foods they buy and eat, then we should give them nutritional information they can understand.”

Hy-Vee plans to introduce the system to its stores in seven states.

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Cadbury advertising Halls lozenges through chain drug stores

BY Michael Johnsen

New York Cadbury recently tapped into EyeCurve, patent-pending cardboard advertisements developed by StoreBoard Media and placed at security pedestals near the entrances of nearly 10,000 chain drug stores, to promote its Halls Naturals and Halls throat lozenges through the cough/cold season, according to published reports.

StoreBoard Media will feature the Halls branded pedestal wraps in more than 3,000 retail locations, including 2,600 CVS/pharmacy stores, Duane Reade and 182 Jewel-Osco supermarkets.

The campaign will run through Jan. 25 in 10 major media markets, including: Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Los Angeles, New York, Philadelphia and Washington.

The ads are designed to capture customers’ peripheral vision as they pass through the entrance. The company contracted with Masi International last summer in a matched-panel study at 15 CVS stores in Chicago, where it installed EyeCurve ads for three oral care products. The study, which examined the four-week period before the ads were installed and the four-week period when they were up, found that toothpaste sales increased by 6.5%, mouth rinse sales by 6.9% and brush sales by 8.7%.

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Red Bull to market energy shot

BY Michael Johnsen

Santa Monica, Calif. Red Bull will be entering the sizzling energy shot market sometime in 2009, according to published reports. The 2-oz. shot will be available in regular and sugar-free versions.

The energy shot category has been estimated at more than $300 million in volume through all sources, according to Drug Store News sources, and continues to grow at a significant clip. “Over the last 24 months, the 2-oz product has been the leader in growth in the nutritional category,” Jeffery Joyner, president of the brokerage firm J. Joyner Group, told Drug Store News earlier last year. “Category managers are choosing to merchandise [the 2-oz. energy shots] at the checkout, in nutritionals and in the beverage department,” he said.

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