CBA prioritizes transparency, consumer understanding

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CBA prioritizes transparency, consumer understanding

10 Jun 2026

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

ARLINGTON, VA — CPG brands have been putting in the work to meet consumer demand for transparency and consistency as shoppers navigate an evolved bakery aisle.

In support of the industry’s commitments, Consumer Brands Association (CBA) launched its second annual National Consumer Transparency Week, which highlights the industry’s role in providing safe, affordable and convenient food with transparent labeling for Americans.

“Transparency and affordability go hand in hand,” said Melissa Hockstad, president and CEO of Consumer Brands Association. “While consumers want more ingredient transparency, they also want to be able to afford these everyday essential products. That’s why Consumer Brands supports a consistent national framework for ingredient safety and transparency to replace the patchwork of state mandates that will drive up grocery costs.”

The association shared labeling data to outline the industry-wide efforts aimed at boosting consumer understanding and encouraging peace of mind while shopping.

“FACTS UP FRONT,” the CBA’s voluntary industry-led labeling initiative, is on more products than ever before, according to Nielsen Consumer LLC. This summarizes important nutrition information from the Nutrition Facts Panel and is currently featured on seven in 10 products in the US, which is a 65% increase from 2021.

SmartLabel products, another industry transparency tool, are also increasingly present in shopping carts, with usage up over 40% from 2024 to 2025.

“Safety is a non-negotiable for the makers of America’s trusted household brands, and transparency has long been a core value of our industry because consumers deserve clear and trustworthy information about the products they purchase,” Hockstad said. “The data released today shows consumers are actively using these industry-led, voluntary transparency tools to make informed choices while at the grocery store.”