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 cerealwith 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 brandas science. The icon now appears on the shelves of several thousand US grocery stores.

_Background1. 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....

USA Overweight and Obesity Trends

USA Overweight and Obesity Trends

Consumers are confused bynutrition claims.

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.

_NuValA team of 12 scientists, nutritionists and medical researchersfrom 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)

_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

• Folate

• Vitamin A

• Vitamin C • Vitamin D

• Vitamin E

• Vitamin B12 • Vitamin B6

• Potassium

• Calcium

Zinc

• Omega-3 fatty acids

• Total bioflavanoids

• Total carotenoids

• Magnesium • Iron

• Denominator Nutrients*

• Trans fat • Sodium

• Sugar

• Cholesterol

Saturated fat

* Nutrients with generally unfavorable effects on health are placed in the denominator, where higher values decrease NuVal Score.

_ NuVal scores.

Hodgson Mill Unprocessed Wheat Bran 100Kashi Strawberry Fields 11

Fiber 1 Chewy Bars Oats & Strawberry with Almonds 32Kellogg's Special K Cereal Bars - Vanilla Crisp 2

Garden of Eatin No Salt Blue Tortilla Chips 57Cheetos Crunchy 5

Blue Diamond Whole Natural Almonds 81Frito Lay Natural Nut Harvest 7

Green Giant Frozen Chopped Spinach 100Green Giant Frozen Green Bean Casserole 23

Breyers Light Yogurt, Boost Immunity Light Black Cherries Jubilee 99Dannon Dan Active Probiotic Dairy Drink Immunity Blueberry 22

5705

National Geographic Article Sept 2008

1. Position NuVal as Science.

1. Position NuVal as Science.

1. Position NuVal as Science.

Thiamine

Niacin

1. Position NuVal as Science.

NuVal Logo_Highest Communication Score _Affinova 2008

NutritionalScoring System

1. Position NuVal as Science.

NuVal scores appear on shelf tag for each product in the store.

1. Position NuVal as Science.

Vortex GraphicKey Marketing Visual

2. Make it easy for consumers to understand.

2. Make it easy for consumers to understand.

Introductory TV_Storyboard

2. Make it easy for consumers to understand.