New Jersey-based Kings Super Markets selects Guiding Stars® to Help Busy Shoppers Easily Identify Nutritious Foods

Nutrition Guidance Program and In-Store Health Activities Will Help Shoppers Achieve a Healthier Lifestyle

With many consumers seeking easy ways to achieve a healthier lifestyle, Kings Super Markets implemented Guiding Stars, the world’s first store-wide nutrition guidance program in all 24 grocery stores located in New Jersey and Long Island, NY. In conjunction with Kings’ “Living Well” program, Guiding Stars will provide shoppers with a simple, at-a-glance tool that helps them quickly identify foods that offer the most nutrition for the calories.

With the introduction of Guiding Stars, each edible item throughout the store is rated, earning a zero-to-three star rating according to its nutritional value. Guiding Stars will be displayed on signage, shelf-tags and brochures throughout Kings Super Markets to help make nutritious shopping even easier.

“At Kings, our customer’s wellness is top priority for us and Guiding Stars will make it even easier for consumers to achieve a healthy lifestyle,” said Patricia Mikell, senior director of marketing at Kings Super Markets. “Guiding Stars offers opportunities for our shoppers to find nutritious choices for themselves and their family by eliminating the need to compare each item in the store.”

To celebrate the launch of the program on October 15, Kings will host a number of sampling stations where customers can taste star-rated food items, learn more about the program and receive Guiding Stars informational brochures to learn how to incorporate the program into their busy lifestyles. Kings will also offer “Ask the Expert” support wherein Guiding Stars representatives help shoppers learn more about the program on the followings dates:

  • October 15, 1:00-5:00 p.m. at Kings in Garwood (300 South Avenue, Garwood, NJ)
  • October 16, 11:00-2:00 p.m. at Kings in Short Hills (778 Morris Turnpike, Short Hills, NJ)

Additionally, Kings will offer Guiding Stars activities throughout the year, including Guiding Stars nutrition store tours for local schools, nutrition activity sheets for children, additional product sampling and much more.

“Guiding Stars is another part of Kings’ commitment to provide an in-store experience that can fulfill their shopper’s needs” said John Eldredge, director of brand & business development at Guiding Stars Licensing Company. “We are delighted to partner with Kings to offer the community a great tool to help achieve their lifestyle goals.”

Guiding Stars features a proprietary algorithm that is grounded in evidence-based science and utilizes the most current guidelines and recommendations of leading national and international health organizations, such as the FDA, USDA and World Health Organization. The system credits all edible foods based on the presence of vitamins, minerals, dietary fiber and whole grains, and debits for the presence of trans fat, saturated fats, cholesterol, added sugars and added sodium.

About Guiding Stars Licensing Co.

Since 2006, Guiding Stars has been leading the way in helping consumers make nutritious food choices. The Guiding Stars nutrition guidance program is a simple, easy-to-understand tool for making good nutrition choices and is designed to make a positive and lasting impact on public health. Guiding Stars is currently in more than 1,600 supermarkets including Food Lion, Hannaford, Bloom, Homeland and Sweetbay. Guiding Stars has also expanded into public schools, colleges and hospitals, and appears on the Shopper mobile iPhone application.

About Kings Super Markets, Inc.

Kings Super Markets, Inc. offers all of the basics, plus a wide range of all natural, organic, and trans fat free products. Kings also offers interactive Cooking Studio classes, giving customers an opportunity to get the most out of their shopping experience in a fun and educational way.