1. News
July 18, 2019

Raley’s launches updated Shelf Guide label transparency tool

American supermarket chain Raley’s has launched an updated label transparency tool, Raley’s Shelf Guide, which has been expanded to 23 icons and includes new categories.

American supermarket chain Raley’s has launched an updated label transparency tool, Raley’s Shelf Guide, which has been expanded to 23 icons and includes new categories.

The shelf tag programme helps people easily recognise products that meet criteria for their health and wellness.

With real customer data and backed by science and nutrition experts, Raley’s Shelf Guide helps customers easily navigate nutrition facts, processing claims and ingredient labels at the shelf, and online for thousands of products.

“We want to give customers easy access to better options for a healthier lifestyle and provide greater transparency in labelling of products on our shelves and online.”

Raley’s nutrition strategist and brand influencer Yvette Waters said: “Consumers have the right to know exactly what they are eating, putting on their bodies or using in their homes. We are looking into a more holistic wellness approach when navigating the aisles.

“Raley’s has enhanced standards of what customers should expect from their local grocer. We want to give customers easy access to better options for a healthier lifestyle and provide greater transparency in labelling of products on our shelves and online.”

The 23 updated icons, including the addition of new non-food categories, include food and beverage icons, health and beauty and household icons, and pet care icons.

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The company said that it conducted an analysis through Nielsen data, grocery trends, and customer data. The analysis showed an increase in demand for products that use more sustainable and natural ingredients within these categories.

The company also partnered with Label Insight to review product information, including ingredients and certifications, and used the data to develop a set of custom attributes for the Raley’s Shelf Guide.

The company said that customers visiting the store will have access to up to nine attributes on an individual product shelf tag. Online customers can use the icons as filters when ordering for pick-up or delivery to view products.

Over two-thirds of the items in centre store have at least one icon. Raley’s customer education campaign includes several animated videos that showcase the Shelf Guide attributes.