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The Food and Drug Administration may launch its own nutritional label in response to Big Food’s “Smart Choices” logo that has begun arriving in grocery stores on boxes of Froot Loops and other foods that are high in sugar, salt and fat, according to the New York Times.

Kelloggs, Kraft and PepsiCo are among the foodmakers backing the initiative. But F.D.A. officials aren’t the only ones that find it unpalatable. Nutritionists and food activists have also panned the labeling program for slapping its big green checkmark on items of questionable nutritional value; Each box of Froot Loops, for instance, is 41 percent sugar by product weight, according to the Times.