Why did they go to all this trouble? Because "a healthy consumer makes for a happy consumer."
The real reason, as I explained yesterday, is to preempt the FDA's front-of-package food labeling initiatives which might make food companies reveal more about the "negatives" in processed foods.
Here's what GMA and FMI say the new label will look like (photo courtesy of GMA):
Let's give these food trade associations credit for listing sugars instead of the Institute of Medicine's recommendation for trans fat. Trans fats are already gone from most processed foods. Everyone cares about sugars. But these are total sugars, not added sugars, which is what really matters.
And protein? Since when does protein need to be encouraged in American diets? We already eat twice the protein we need. The rationale? Vegetarians. I repeat. Since when don't vegetarians get enough protein? Never mind, protein makes the products look better.
Nutrition Keys merely repeats what's on the Nutrition Facts labels, only worse. It makes the percent Daily Values practically invisible. Which is better? High or low milligrams or grams. You have to know this, and Nutrition Keys doesn't help with that problem.
Nutrition Keys, says the industry, is about "more clarity in labeling." Really? Here's what it will look like on a food package: (photo courtesy of GMA)