Pioneering the first-ever nutrition navigation system
Since 2006, Guiding Stars has been leading the way in helping consumers make nutritious choices by pioneering the first-ever nutrition navigation system. The concept of Guiding Stars was born from extensive customer research that clearly revealed a desire to live healthier lifestyles, but showed confusion about how to digest the volume and complexity of the nutrition-related information available to them in the media, in advertisements and on food packaging.
Offering customers a solution grounded in science
In 2004, we formed a Scientific Advisory Panel of nutrition experts to develop a set of criteria for an in-store navigational system that would help consumers identify more nutritious foods. The panel drew from extensive research conducted by leading national health organizations in developing labeling practices and determining nutrient levels that are most beneficial for promoting health. They designed a proprietary algorithm that is now used to analyze the food products. And based on focus group results, the Guiding Stars symbol, featuring a good (icon with one Guiding Star), better (icon with two Guiding Stars) and best (icon with three Guiding Stars) nutritional value was developed to help customers identify the store products. Learn more about How Guiding Stars Works.
Guiding Stars is currently in 1300 stores from Maine to Florida – and still growing – and the Customer [and Community?] Applause so far has been overwhelming positive. Customers are saying it is quick and easy, gives a lot of choices and can be personalized to meet their needs. Something here about physicians, schools and others being excited about partnership with GS in making a difference to the health of the community?,
A license to improve nutrition
The Guiding Stars Licensing Co. was formed in early 2008 to create opportunities for supermarkets, manufacturers, food service providers and other organizations to make nutritious shopping simple throughout the United States.
As of August 2008, more than 1,300 stores operating under the Delhaize Group – including Bloom Supermarkets, Food Lion, Hannaford Supermarkets and Sweetbay – were licensed to rate products under the Guiding Stars program. Customer recognition of the program surpassed 80 percent in many markets and sales of items awarded stars were outselling non-starred items in most areas of the stores.