• Brandweek, Monday, June 5, 2006 12 PM

Unilever wants to make it easy for its customers to spot products that are good for them. That's why the giant marketer has unveiled a logo that will appear on the front of a select number of its products, quickly identifying them as foods that are trans-fat-free and low in sugar and sodium. The product-labeling initiative has been dubbed the "Choices" program, and was recently launched in the Netherlands. The company plans to roll it out globally within the next 18 months on its BestFoods and Lipton brands, among others. The program reflects a growing trend among food and beverage marketers--among them PepsiCo with its Smart Spot, and Kraft with its Sensible Solution programs--to simplify the shopping process in grocery aisles for consumers seeking healthful foods.

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