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Nearly four years after ending the much-maligned “Smart Choices” labeling program, major food companies are preparing a $50 million campaign to plug a new front-of-pack labeling system called “Facts Up Front.” The effort is the latest attempt by processed-food marketers to improve their image, while keeping regulators at bay.

Facts Up Front has been rolling out slowly since 2011, with front-of-pack nutrition labels appearing on dozens of brands ranging from Trix cereal to Lean Cuisine, showing calories, saturated fat, sodium and sugar content. But to date the effort has been lightly promoted. That will change early next year with the expected launch of a communications campaign including paid media and point-of-purchase marketing.

The campaign will be funded by members of the Grocery Manufacturers Association, which represents major food companies, and the Food Marketing Institute, which represents retailers, with cash and in-kind contributions. It will be handled by BBDO, New York, PR agency Edelman and FoodMinds, a boutique firm specializing in food and nutrition. Most major food marketers will participate in the voluntary initiative, including General Mills, Kraft Foods Group, Mondelez International, Kellogg Co. and Hershey Co. GMA estimates that 70% to 80% of products from participating companies will have Facts Up Front labels by the end of the year.

Continue reading at AdAge.com