New food labels aim to make healthy shopping easy for hurried customers

WASHINGTON (AP) — Ice cream lovers beware: The government knows you’re unlikely to stop after half a cup.

New nutrition labels proposed Thursday for many popular foods, including ice cream, aim to more accurately reflect what people actually eat. And the proposal would make calorie counts on labels more prominent, too, reflecting that nutritionists now focus more on calories than fat.

For the first time, labels also would be required to list any sugars that are added by manufacturers.

The idea behind the change, the first overhaul of the labels in two decades, isn’t that the government thinks people should be eating twice as much; it’s that they should understand how many calories are in what they already are eating. The Food and Drug Administration says that, by law, serving sizes must be based on actual consumption, not some ideal.

“Our guiding principle here is very simple, that you as a parent and a consumer should be able to walk into your local grocery store, pick up an item off the shelf and be able to tell whether it’s good for your family,” said first lady Michelle Obama, who joined the FDA in announcing the proposed changes at the White House.

The agency projects food companies will have to pay around $2 billion to revise labels. Companies have resisted some of the changes in the past, including listing added sugars, but the industry is so far withholding criticism.

There also would be an “avoid too much” category for saturated fats, trans fats, cholesterol, sodium and added sugar, and a “get enough” section with vitamin D, potassium, calcium, iron and fiber. Potassium and vitamin D are would be additions, based on current thinking that Americans aren’t getting enough of those nutrients. Vitamin C and vitamin A listings are no longer required.

Both versions list calories above all of those nutrients in large, bold type.

Under the proposed rules, both 12-ounce and 20-ounce sodas would be considered one serving, and many foods that are often eaten in one sitting — a bag of chips, a can of soup or a frozen entree, for example — would either be newly listed as a single serving or would list nutrient information both by serving and by container.

While some people ignore the panels, there’s evidence that more are reading them in recent years as there has been a heightened interest in nutrition. An Agriculture Department study released earlier this year said 42 percent of working adults used the panel always or most of the time in 2009 and 2010, up from 34 percent two years earlier.