Raley’s, a privately held and family-owned supermarket chain, announced the expansion of their one-of-a-kind label transparency tool: Raley’s Shelf Guide. The expansion will include 23 total icons and additions of new categories, taking Raley’s Shelf Guide further than any other shelf tag program to help people recognize which products meet the criteria for their personal health and wellness, according to Raley’s officials.
The shelf guide is informed by up-to-date customer data and backed by science and nutrition experts helping shoppers navigate through nutrition facts, process claims and ingredient labels right at the shelf and online for thousands of products. Raley’s Shelf Guide allows health-conscious consumers access to healthier-cooking, eating and lifestyle habits. Complicated and confusing food and household products labels create challenges for consumers selecting better choices.
Raley’s Shelf Guide is fully integrated to both in-store and online shopping. In-store shoppers have access to up to nine attributes on an individual product shelf tag. Online shoppers can use the Raley’s Shelf Guide icons as filters when ordering for pick-up or delivery. More than two-thirds of the items in center store have at least one icon.
“Consumers have the right to know exactly what they are eating, putting in their bodies or using in their homes. We are looking into a more holistic wellness approach when navigating the aisles,” said Yvette Waters, MS, RDN, CISSN, Raley’s Nutrition Strategist & Brand Influencer.
The 23 new and updated icons, including the addition of new non-food categories, are tailored to the specific health attributes Raley’s consumers are seeking: food and beverage, health, beauty and household and pet care icons. The shelf guide illuminates the ingredients used as well as the processing and nutrition information. Raley’s spent a year conducting substantial analysis through Nielsen data, grocery trends and data-driven by customers that show the growing demand for products that use more sustainable and natural ingredients.
Raley’s also partnered with Label Insight, a leader in powering product attribute-driven growth across the consumer-packaged goods eco-system. Label Insight helped Raley’s review product information, including ingredients and certification. This data helped develop a set of custom attributes for Raley’s Shelf Guide.
“As a true retail innovator in product transparency, Raley’s is maximizing the intersection of Label Insight’s rich data set with the consumer’s dual need for convenience and product insights,” said Ronak Sheth, Label Insight’s CEO.