Nutritional Scoring

1. BrandSmart Design uses words and images to position brands intelligently.
The work you’re about to see for NuVal™ is a good example.
With NuVal (Nutritional Value) the higher the number the higher nutritional value.
You don’t have to understand calories, saturated fat or sodium content to know that the cereal
with a 55 NuVal score is better nutritionally than the one with a 12 NuVal score. 55 beats 12.
Receiving the highest score in Affinova communication testing, the final design positions the brand
as science. The icon now appears on the shelves of several thousand US grocery stores.

2. _Background
1. US Obesity trends moving upward unabated.
2. Consumers nutrition knowledge is limited.
3. It’s time for science to help us eat smarter.
4. Meijer, HyVee, United, Price Chopper....

3. USA Overweight and Obesity Trends

4. USA Overweight and Obesity Trends

5. Consumers are confused by
nutrition claims.

6. And by nutrition “information”.
“ If you want to eat healthy foods, don’t eat any food that makes health claims.”
Michael Pollan / In defense of food, The omnivores dilemma.

7. _NuVal
A team of 12 scientists, nutritionists and medical researchers
from across North America worked for two years to create the “ONQI”,
the Overall Nutrition Quality Index (Commercialized as NuVal -- Nutritional Value)
Every food is assessed and given a rating from 1 to 100.
This allows consumers to compare foods within & across categories
& make better informed decisions
(Self-funded & not supported or influenced by any food manufacturer or marketer)

8. _Nutrients
Numerator Nutrients: Nutrients considered to have generally favorable effects on health are
placed in the numerator, where higher values increase the NuVal Score.
• Fiber • Omega-3 fatty acids
• Folate • Total bioflavanoids
• Vitamin A • Total carotenoids
• Vitamin C • Magnesium
• Vitamin D • Iron
• Vitamin E • Denominator Nutrients*
• Vitamin B12 • Trans fat
• Vitamin B6 • Sodium
• Potassium • Sugar
• Calcium • Cholesterol
Zinc Saturated fat
* Nutrients with generally unfavorable effects on health are placed in the denominator, where higher values decrease NuVal Score.

9. _ NuVal scores.
Hodgson Mill Unprocessed Wheat Bran 100
Kashi Strawberry Fields 11
Fiber 1 Chewy Bars Oats & Strawberry with Almonds 32
Kellogg's Special K Cereal Bars - Vanilla Crisp 2
Garden of Eatin No Salt Blue Tortilla Chips 57
Cheetos Crunchy 5
57
Blue Diamond Whole Natural Almonds 81
Frito Lay Natural Nut Harvest 7 05
Green Giant Frozen Chopped Spinach 100
Green Giant Frozen Green Bean Casserole 23
Breyers Light Yogurt, Boost Immunity Light Black Cherries Jubilee 99
Dannon Dan Active Probiotic Dairy Drink Immunity Blueberry 22

10. 1. Position NuVal as Science.
National Geographic Article Sept 2008

11. 1. Position NuVal as Science.

12. 1. Position NuVal as Science.
Thiamine
Niacin

13. 1. Position NuVal as Science.

14. 1. Position NuVal as Science.
Nutritional
Scoring System
NuVal Logo_Highest Communication Score _Affinova 2008

15. 1. Position NuVal as Science.
NuVal scores appear on shelf tag for each product in the store.

16. 2. Make it easy for consumers to understand.
Vortex Graphic
Key Marketing Visual

17. 2. Make it easy for consumers to understand.

18. 2. Make it easy for consumers to understand.
Introductory TV_Storyboard