Food makers and grocers are stepping up to the plate with their own nutritional take on what’s inside the package.

As governmental pressure mounted for labels that “emphasize nutrients that consumers might want to avoid, like sodium, calories and fat,” a New York Times story says, “manufacturers insisted that they should also be able to use the labels to highlight beneficial nutrients, including vitamins, minerals and protein.”

The result: a labeling system developed by the Grocery Manufacturers Association and the Food Marketing Institute, and a $50 million advertising campaign to promote it in the fall.

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