Auchan Italia has launched an awareness campaign, La Vita In Blu, which aims to help consumers make better food choices. The retailer says that the programme is based on consumer feedback and has been developed in collaboration with the medical and scientific community in Italy. Auchan says it evaluated more than 100,000 products, selecting items in each category that offer the best nutritional balance among proteins, fibres, vitamins and minerals, and contain a controlled amount of sugars, saturated fats and salt. The product selection will be updated at least every six months.
Auchan’s initiative has created some controversy in Italy, with Federalimentare, the group representing the Italian food industry, describing it as a “totally arbitrary food assessment system”. Meanwhile, the chairman of Italy’s Ministry of Health food safety committee, Giorgio Calabrese, said that “Auchan’s selection excludes many Mediterranean diet products”.
Source: Private Label Manufacturer's Association.