US supermarket group Publix has introduced shelf tags in its stores to make it easier for shoppers to find natural, organic and earth-friendly products.

The tan-coloured tags include, in some cases, an information icon to provide additional help with product selection, the company said yesterday (24 August).

The organic tags contain the information icon 'USDA Organic', which means the item contains 95% to 100% organic ingredients.

A 'made with organic ingredients' tag means the item is made with 70% to 94% organic ingredients and the 'natural' or 'earth-friendly' tags have no information icon.

The tan colour is meant to inform customers the item is minimally processed and contains no artificial colours, flavours, preservatives, or sweeteners.

"The tan shelf tags allow customers to simply look at the tag colour and icons to identify natural or organic products, rather than having to look at the details of the product label itself," said Maria Brous, Publix's director of media and community relations. "Customers interested in avoiding chemicals, added hormones and additives in foods can quickly and easily find organic, natural and earth-friendly items throughout the store."

The company uses the tags for items sold under the Publix and Publix GreenWise Market brands, as well as for national brand products.

Earlier this month, the company posted a 2.6% drop in half-year earnings despite rising profits in the second quarter.