Customers have the option of using five pre-set plans (gluten-free, peanut-free, USDA good fiber, USDA low-fat, and USDA low-sodium), with more to be added in the future, or, they can create as many of their own custom plans as they'd like. Customers are presented a blank nutrition panel, like those seen on all packaged products, and they are able to select as few or as many nutritional criteria as are important to them. One can create a sort of dream label, specifying maximum calories, grams of fat, milligrams of potassium, and so on, and then activate that specific filter before hitting the aisles to shop in the most customized fashion imaginable.
NutriFilter provides the USDA guidelines for each nutritional component providing more information than that cereal box ever would. For example: You've heard that eating lots of fiber can help you lose weight-but how many grams should you eat in a day? And how many grams of fiber qualify a food as high-fiber? Get these questions answered by clicking the Dietary Fiber icon on your virtual label, and then specify how many grams of fiber you'd like the items in your own customized "High Fiber Plan" to contain. When you shop, these high-fiber items will automatically jump to the top of the “shelf.”
Aside from the obvious convenience NutriFilter offers to people with dietary restrictions, it is also an excellent resource for any health-conscious person, from a nutritionist helping his/her client plan his next shopping trip to a mom who wants to choose only the healthiest foods for her family. The service is available to anyone who logs on to Peapod.