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September 22, 2006
EXECUTIVE PERSPECTIVE
www.executiveperspective.com

MyPyramid Re-Launches with Retail Promotion
The new rollout of MyPyramid should provide another boost to the health and wellness trend.

In April 2005, the USDA retired the old Food Guide Pyramid and replaced it with MyPyramid - a Web-infused individualized food guidance system that emphasizes physical activity along with balance, variety and moderation in food choices. Although MyPyramid has become the nutrition study guide at elementary schools, it quickly left America’s consciousness after getting lost in the clutter of other health initiatives and lack of sufficient government funding to market the program.

However, MyPyramid will soon get that much needed marketing support with the launch of Take a Peak, an in-store promotional campaign scheduled to roll out at over 3,500 food stores starting in the first quarter of 2007. Backed by the Grocery Manufacturers Association (GMA) and Food Marketing Institute (FMI), supported by the USDA, and created by MatchPoint Marketing, Take a Peak is the first widespread attempt at an in-store education campaign by the food and beverage industry. Critically, it moves MyPyramid from the Internet to the grocery aisle, where consumers ultimately make their food shopping choices.

“The purpose is to help shoppers pick items that help them meet the guidelines,” says Alison Kretser, senior director of health and nutrition policy for GMA. “This is taking it to the next level of promoting the federal recommendations. We want it to become actionable.”

What’s particularly unique are the customizable menu options available for manufacturers and retailers, including point-of-purchase materials such as aisle banners, informational kiosks and recipe cards, as well as radio ads and programs centered around circulars. This will enable stores to tailor promotions to ethnic and minority groups, as well as provide a point of differentiation from competitors. The program, according to MatchPoint's president David Lied, is also designed to “complement, not compete” with existing in-store nutritional education campaigns.

Indeed, Take a Peak comes as both retailers and manufacturers launch their own efforts to position themselves around the momentum seen in ‘Better-for-You’ products. According to the March 2006 Executive Perspective report, “Convergence of Trends Sets Stage For Revolution in Food Industry,” aging consumers, the proliferation of nutritional information, and overall health concerns are expected to drive the trend toward healthier living.

“While the decade of the 1980s was dominated by low- or no-calorie products and the 1990s was dominated by low- or no fat products, the early part of the 21st Century is shaping up as a period of customized health and wellness products,” the report states.

Take a Peak taps into that customization movement. By showing consumers they care enough to invest in these educational initiatives, stores can enhance their image and build loyalty. And with diabetes, heart disease and obesity issues still looming large, a group effort is certainly needed to improve America’s diet.

“The Federal Government will continue to give the general public healthy food guidance,” says Eric Hentges, executive director of USDA Center for Nutritional Policy and Promotion. “The industry can see where we are headed and can tailor their marketing and R&D toward this.” (continued on page 2)

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