Kings 'guides' shoppers to eat healthier

SCARBOROUGH, Maine Kings Super Markets has implemented a nutrition rating system that helps busy shoppers identify healthier foods.

The Guiding Stars system, which was rolled out in all 24 grocery stores located in New Jersey and New York, rates each edibile item throughout the store, earning a zero-to-three star rating according to its nutritional value. The system offers shoppers a simple, at-a-glance tool that helps them quickly identify foods with the most nutrition for the calories. The system credits all edible foods based on the presence of vitamins, minerals, dietary fiber and whole grains, and debits for the presence of trans fat, saturated fats, cholesterol, added sugars and added sodium.

"We are committed to exceeding customer expectations and Guiding Stars adds significant value by making it easier for shoppers to identify nutritious choices while they shop," said Patricia Mikell, senior director marketing at Kings Super Markets. "We aim to play a key role  in helping our shoppers lead a healthy lifestyle, and Guiding Stars will be another important tool in achieving that goal."

Added Guiding Stars director of brand and business development John Eldredge, "Guiding Stars helps take the guesswork out of nutritious  shopping by eliminating the need to compare every item in the store... and a great fit for Kings which is well known for providing a high quality shopping experience."