Companies that participate pay up to $100,000 a year to the program, with the fee based on total sales of its products that bear the seal. Ten companies have signed up for the Smart Choices program so far, including Kellogg’s, Kraft Foods, ConAgra Foods, Unilever, General Mills, PepsiCo and Tyson Foods. That, in theory, will encourage people to eat more of them, which would increase the nutrients in their diet. Clark, who is a member of the Smart Choices board, said that the program’s standard for sugar in cereals was consistent with federal dietary guidelines that say that “small amounts of sugar” added to nutrient-dense foods like breakfast cereals can make them taste better. “You cannot judge the nutritional merits of a food product based on one ingredient.”ĭr. Clark, senior vice president of global nutrition for Kellogg’s, which makes Froot Loops. “Froot Loops is an excellent source of many essential vitamins and minerals and it is also a good source of fiber with only 12 grams of sugar,” said Celeste A. That is more sugar than in many popular brands of cookies. It contains the maximum amount of sugar allowed under the program for cereals, 12 grams per serving, which in the case of Froot Loops is 41 percent of the product, measured by weight. “So Froot Loops is a better choice.”įroot Loops qualifies for the label because it meets standards set by the Smart Choices Program for fiber and Vitamins A and C, and because it does not exceed limits on fat, sodium and sugar. Kennedy said, evoking a hypothetical parent in the supermarket. “You’re rushing around, you’re trying to think about healthy eating for your kids and you have a choice between a doughnut and a cereal,” Dr. She said Froot Loops was better than other things parents could choose for their children. Kennedy, who is not paid for her work on the program, defended the products endorsed by the program, including sweet cereals. They don’t want to be told ‘You must do this.’ ”ĭr. “Consumers are smart enough to deduce that if it doesn’t have the checkmark, by implication it’s not a ‘better for you’ product.
“The checkmark means the food item is a ‘better for you’ product, as opposed to having an x on it saying ‘Don’t eat this,’ ” Dr.
That research showed that, while shoppers wanted more information, they did not want to hear negative messages or feel their choices were being dictated to them. She said the program was also influenced by research into consumer behavior. Foods with the Smart Choices checkmark include sugar-laden cereals like Froot Loops, mayonnaise and Fudgsicle bars.
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