Smart Choices?

Critics have been out in full-force the last few weeks after the introduction of the Smart Choices Program, a labeling program sponsored by large food manufacturers, including breakfast cereal companies such as Kellogg and General Mills. The Smart Choices checkmark will appear on a wide range of food items if they meet certain nutritional standards.

An obvious lightening rod for criticism are cereals, since a number of sugar-laden ones like Cocoa Krispies and Froot Loops will bear the logo. Even the FDA and the U.S. Department of Agriculture are expressing some skepticism of the program.

Obviously, this is a great marketing tool directed at confused and harried shoppers. But, in the end will the apparent low standard backfire? Today's savvy consumers are increasingly demanding much more.

(Source: New York Times)

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