Good Housekeeping Launches New Seal

By Lauren R. Hartman, Product Development Editor

Oct 19, 2016

GoodHousekeeping emblem

Consumer product evaluation lab and media outlet Good Housekeeping is launching a new nutritional emblem to help companies create food and beverages that inspire healthier eating habits.

Since 1909, the Good Housekeeping Seal has served as a symbol of assurance and reliability to consumers. It's among America's most trusted and influential emblems in guiding purchasing intent.

To be eligible, the product must have:

  • A simple food label with fewer ingredients and additives than other products in its category
  • Ability to makes healthier food more accessible to consumers without additional time, effort, and cost
  • Ability to removes an "extra step" in meal prep and/or cooking, making it simpler to cook, use and eat on-the-go
  • Use of the most current technologies available to create up-to-date, "lifestyle aware" healthful food products
  • Efforts towards sustainability that differentiate the product from similar products in the same food category
  • Packaging claims and ingredient lists that accurately represent the intent and contents of the product and are not misleading to consumers
  • Products and packaging claims that are authentic to the food/ingredients that they contain (e.g., eggs are not labeled, "gluten-free")

The new Good Housekeeping Nutritional Approved emblem was designed to help consumers lead healthier lives and make more informed food choices, Good Housekeeping says. The GHNA seal also has nutritional requirements and criteria that guarantees exclusion, such as deceptive serving sizes, inclusion of PHOs or if the first ingredient is any form of sugar, like corn syrup or honey.

There are distinctions between the original Good Housekeeping Seal and the new emblem. Emblem holders have an extra "layer" of assessment and/or require working within the GH Nutrition Lab in order to use it on packaging. Good Housekeeping doesn't back GHNA seal-bearing products with a warranty because the publication says GHNA products are driven by consumer education rather than policy. GHNA products also go through a more rigorous testing process. It could take the GHNA emblem a long time to reach the widespread use of the original, which demonstrates a consumer-trusted brand. Yet the association with the original could also move this new emblem past others.

To submit a product, email ghseal@goodhousekeeping.com to be reviewed for the Good Housekeeping Nutritionist Approved Emblem (or the Good Housekeeping Seal). Provide the name and location of your company, contact information, name and type of product being submitted. Further information is available at www.goodhousekeeping.com.

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