The FINANCIAL -- A year after pledging to develop a front-of-pack label that would give its customers an easier way to identify healthier food, Walmart, the nation’s largest food retailer, unveiled the “Great For You” icon at an event today in Washington, D.C.

According to Walmart, the icon, part of the company’s healthier food initiative, is an effort to implement a transparent, summary icon for its private label brand products backed by rigorous nutrition criteria. “Great For You” will initially appear on select Walmart Great Value and Marketside items, as well as on fresh and packaged fruits and vegetables at Walmart U.S. stores nationwide this spring.

By extending “Great For You” to fruits and vegetables and nutritious food options the company will make it easier for its customers to build healthier diets.Items with the “Great For You” icon must meet rigorous nutrition criteria informed by the latest nutrition science and authoritative guidance from the 2010 Dietary Guidelines for Americans, U.S. Food and Drug Administration, U.S. Department of Agriculture and Institute of Medicine.

Developed in consultation with food and nutrition experts from the public and private sectors as well as leading health organizations, the “Great For You” nutrition criteria are available to the public on the web, representing a collaborative and transparent effort to develop a trusted and reliable system for consumers. The icon will also be made available to national brand products that qualify and can be complementary to other nutrition labeling systems being used by the food industry.

The icon serves as a guide to help people make incremental changes to their diet by encouraging more nutritious food choices. The science-based criteria use a two-step process: Step one focuses on encouraging people to eat more fruits, vegetables, fiber-rich whole grains, low-fat dairy, nuts and seeds and lean meats. Examples of these items include brown rice, 1 percent milk, raw almonds and 93 percent lean ground beef. Step two limits the amount of total, trans and saturated fats, sodium and added sugars that can be found in items such as sweetened oatmeal, granola bars, flavored yogurt and frozen meals.

The criteria have undergone an extensive evaluation process using thousands of grocery items to help ensure that only nutritious items in each grocery category receive the “Great For You” icon. One evaluation compared Walmart’s criteria with what people in America commonly consume using the Center for Disease Control and Prevention  National Health and Nutrition Examination Survey of more than 4,000 food items.

The development of the “Great For You” icon is part of an initiative Walmart launched in 2011 to make food healthier and healthier food more affordable. The initiative includes reformulating packaged food to reduce sodium and added sugars and eliminate industrially produced fats by 2015; making healthier food more affordable by providing savings on produce and reducing the price premium on better-for-you food items; developing solutions for food deserts; and increasing charitable support for nutrition education programs.

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