How to Put Your Facts Up Front

By: Cathy Polley, RPh, Vice President, Health & Wellness, FMI & Executive Director

FMI Foundation The Food Marketing Institute and Grocery Manufacturers Association recently launched a retail in-store initiative related to Facts Up Front, a voluntary initiative to display Nutrition Facts Panel information on the front of food packages. Facts Up Front labels display how many calories and how much saturated fat, sodium and sugar is in each serving. Some labels may also provide information about other good nutrients, such as fiber and calcium.

Today, more than 60 companies are implementing Facts Up Front. These companies represent about 70% of branded sales nationally and make up almost 80% of private label SKUs. Consumers have responded to the Facts Up Front page by engaging on the website, Facebook and more.

A new in-store marketing toolkit is available for food retailers to help make is easier to join the Facts Up Front campaign. It includes coordinated communications tools like:

• Retail signage (shelf blades, end caps, pallet wraps, etc.), FSI templates and style guide
• Sample blog posts, web site copy and on-hold scripts
• Tools for registered dietitians working in store
• Customer service tools for store associates

The complete kit is available online at Retail.FactsUpFront.org and allows for customization, including the addition of banner logos.  Companies can visit the retail portal, download the tools they want to execute at retail, and use their preferred vendors for printing and fulfillment. Retailers are encouraged to call a meeting of their Facts Up Front participating suppliers to jointly plan and execute promotions in-store.