Bentonville, Ark.-based Walmart, on Feb. 7 unveiled its “Great For You” icon, a front-of-pack label that it says is designed to give its customers an easier way to identify healthier food.

“Walmart moms are telling us they want to make healthier choices for their families, but need help deciphering all the claims and information already displayed on products,” says Andrea Thomas, senior vice president of sustainability at Walmart in a company statement. “Our ‘Great For You’ icon provides customers with an easy way to quickly identify healthier food choices. As they continue to balance busy schedules and tight budgets, this simple tool encourages families to have a healthier diet.”

The icon is part of Walmart’s major nutrition initiative that includes plans such as reformulating thousands of packaged food items, including private label products, by 2015. It will reduce sodium content by 25 percent and added sugars by 10 percent and eliminate trans fats in its private label offerings..

The icon adds another front of package nutrition labeling approach to the plethora of systems already on U.S. private label and other food packages as the food industry seeks to respond to consumer concerns and to forestall government action that could mandate a federal front-of-package nutrition labeling system.