How to keep up with the free-from movement

It’s no secret that more Americans desire less-processed and healthier foods. The free-from undesirable ingredients movement — from less sugar to less sodium — is growing by the day.

Many retailers of private brands have responded with not just products but entire product lines that emphasize clean labels. Many grocery industry pundits will say that retailers of private brands have responded better than national brands to deliver food and beverage products with clean labels.

After hearing a recent talk from Susan Mayne, director of the Food and Drug Administration’s Center for Food Safety, it’s clear that retailers of private brands should continue focusing on introducing food and beverage products with fewer undesirable ingredients, as well as overall healthier fare, to continue to lead in this movement.

But to do so and remain leaders, retailers should keep a close eye on Washington, specifically the actions of Mayne’s department. For instance, Mayne noted that FDA has started a public process to redefine the "healthy" nutrient content claim for food labeling. The “healthy” claim has been around for about 20 years now and needs to be updated, she said. Redefining “healthy” is part of a plan to provide consumers with information to enable them to easily and quickly make food choices.

“We are also exploring the idea of having a ‘healthy’ icon,” Mayne noted.

If I’m a retailer of private brands, I want to be the first one with products to abide by that new “healthy” definition so I can be the first retailer to sport that “healthy” icon on my products. Talk about a differentiator.