Swiss retailer Migros has announced that it is to introduce Nutri-Score labelling on the packaging of all private-label food items.
Using a colour-coded rating system, Nutri-Score shows the nutritional quality of a product at a glance, simplifying customers' daily food selection.
The retailer has been trialling the Nutri-Score on the packaging of its store brands Cornatur and Pelican since August 2020.
Feedback from the pilot project has shown that customers appreciate the easily understandable nutritional information on the products.
In addition to the Nutri-Score, Migros also shares the nutritional value of all products in its online assortment via a 'traffic light' system since mid-March.
It evaluates the content of fat, saturated fatty acids, sugar, and salt individually and uses red, yellow and green to indicate the levels.
Nutri-Score and Migros' nutritional value traffic light complement each other and provide additional information on the nutritional value of the products.
Matthias Wunderlin, head of marketing at Migros, said, "Our goal is to make our customers' lives easier and to provide them with transparent information."
Independent scientists developed the formula used by Nutri-Score for calculating the nutritional quality of food items.
It summarises the most important nutritional properties of food items and rates them on a five-point scale from a green A to a red E.
Nutri-Score is not an absolute evaluation but an orientation aid used to compare similar food items.
Migros has implemented several other measures to promote healthy nutrition, including reducing sugar and salt content in products, sharing nutrition tips on its health platform iMpuls, and offering attractive sports and exercise deals.
Through the Migusto platform, the chain shares various recipes that encourage customers to cook for themselves.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.