NuVal Turns Local Grocers Into Nutritionists

As the problems associated with obesity become more widespread and the demand for healthy foods rises, some grocers are beginning to see themselves in a new light — that of nutrition adviser.

Grocery store chains around the country have started to offer shoppers more direct and straightforward nutritional advice than what is typically found on food labels. In an effort to promote health, increase customer loyalty, and perhaps win-back some customers from natural and specialty stores like Whole Foods, some grocers have gone so far as to hire dietitians to walk the aisles with shoppers and provide suggestions on healthier alternatives.

More common, however, is the use of a nutritional scoring system that's displayed alongside the items on the store's shelf. Although there are several different models, the most popular is NuVal, in which items are ranked on a scale of 1 to 100; the higher the number, the better a product's nutritional value.

NuVal uses more than 30 nutrients and nutrition factors to determine an item's score. Good nutrients will raise the score, and bad ones, such as excess sugar or trans fat, will lower it. The system, which is licensed by grocery chains, was developed by a group of independent doctors and experts and relies on an algorithm to determine the score. For example, nearly all fresh fruits and vegetables fall within the 90-to-100 range. On the other end of the scale, Utz Barbecue Potato Chips and Nabisco Chewy Chips Ahoy come in at four and two, respectively.

However, not all NuVal scores are that obvious. Regular Jif peanut butter has a score of 20, while Reduced Fat Jif peanut butter — seemingly healthier — is only rated at seven. Although the reduced fat version is lower in fat, it contains more sugar and sodium to make up for the accompanying reduced taste.

I'm a firm believer that if one eats a varied and diverse diet mainly consisting of fresh foods, there is no need to worry about labels or nutrients or any of that. But because there are many people out there who don't have the time, knowledge, or desire to think carefully about what they put on their plates, NuVal is a great alternative. After all, nutrition facts on package labels can often be confusing to interpret. NuVal's single-number scoring system provides a quick and easy reference for shoppers to evaluate the nutritional value of their purchase. Not to mention, it can cut through the intentionally misleading "reduced fat" or "whole grain" claims, for example, that seem to crowd the front of so many package labels.

Not only does the NuVal system help shoppers make more educated decisions, it puts pressure on unscrupulous food producers. In what is probably a good sign, some food manufacturers are objecting to their scores. Perhaps publicly displaying just how unhealthy these manufacturers' products are will shame them into thinking more carefully about the health impacts of what they produce.

If your local grocery store doesn't have a NuVal-like system in place, talk to them about the benefits of implementing such a rubric. It could be a win-win situation for stores and shoppers alike.

Photo credit: NuVal screenshot