Kansas City Food Blog

​Score a victory for the Food and Drug Administration, as the food industry group behind those "Smart Choices" labels has decided to voluntarily halt promotions while the FDA seeks to better define nutritional claims in the marketplace.

In August, the FDA sent an open letter to the Smart Choices program -- a rebranding/marketing campaign underwritten by nine major corporations including Kellogg's and Kraft -- explaining that the agency would be monitoring the nutrition label campaign. One of the main issues appeared to be concerns over the potential placement of the label:

Since FDA's consumer research has found that people are less likely to check the Nutrition Facts label on the back or side panel of foods with front-of-pack labeling, it is essential that both the criteria and symbols used in front of package and shelf-labeling systems help consumers make healthy food choices.

The Smart Choices program drew fire in September for giving a green check-mark of approval to sugary cereals like Fruit Loops and Cocoa Puffs. In essence, nutritionists took issue with what they saw as a marketing campaign that was confusing consumers.

The FDA issued a statement on Friday regarding its effort to bring consistency to food labeling:

"Helping consumers make better, healthier choices for themselves is a critical part of the FDA's public health mission. Consumers want and have a right to clear, accessible nutrition information that they can trust to help guide their food choices."

All of which makes me wonder how much hand-holding the average consumer needs in the grocery store. When was the last time you decided that the information on the front of the box was enough when you were trying to buy healthier goods? It would seem that we're overestimating the impact of packaging and perhaps underestimating shoppers.

It's fairly easy to figure out that sugar cereals aren't the smartest choice for breakfast. But it's good to see the FDA back in the discussion.

[Image via Flickr: pirate johnny]