The Nutritional Compass, found on 97% of Nestlé products worldwide, comprises four information boxes that form a circle with the company’s corporate brand logo at its centre.
Launched in 2005, the Compass is designed to be a clear, transparent labelling guide that goes beyond simply listing figures to help consumers choose healthier and tastier products.
It has now been updated to include specific questions that are likely to be foremost in people’s minds when consuming a particular Nestlé food or beverage.
Sanjay Sehgal, head of Nestlé’s Corporate Wellness Unit, explained how the company uses the Nutritional Compass to communicate its philosophy that nutrition is about taste, pleasure and balance.
He said: “We know that people are often confused by the sheer number and variety of different labelling systems, endorsements and quality seals they are faced with when choosing products. The Nutritional Compass stands out from the rest by encouraging and empowering consumers to make tastier and healthier choices in a friendly language that they can understand.”
While the design of the enhanced Nutritional Compass remains the same, Nestlé has introduced subtle changes to make it more helpful and relevant to consumers.
A new ‘Good Question’ box, which features product queries, has now been added. This question is then answered by an existing ‘Good to Know’ box, where the Nestlé brand provides a direct, informative response.
A subsequent ‘Good to Remember’ box, which offers supporting information based on Nestlé’s expertise in areas such as nutrition, health, science, quality and safety, has been merged with a ‘Good to Talk’ box, which provides contact details for the relevant brand consumer services teams.
Finally, a nutritional Information box states the amount of specific nutrients the product contains, such as protein, carbohydrate, fat and sugar.
Source: Nestlé
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