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reporter: yale scientist dr. david katz created nuval. a nutrition rating system that kits through the food industry s marketing machine. the higher the number the more nutritious the food. gps for the food supply. reporter: 1 to 100 weighing unhealthy things like. translator: fat against nutrients like fiber. almost everything in this aisle above 90. between 90 and 100. reduced jiff peanut butter gets a 7 and the regular jiff peanut butter gets a 20. reporter: higher fat is actually better for you here according to nuval? not because it s higher fat. the reduced version is considerably higher in fat and sugar. reporter: this one i ate growing up. 26. yes. reporter: that s what this has. wait. look at this. this neapolitan ice cream says it s a 91. to me, that is the flaw in the system. something as the ice cream, all chemicals and additives, i ....
Don t think really adds to the diet, and people shouldn t be getting knew tree ents through that ice cream. something like raisin bran, yes, the raisins are sugar coated bit it s a good source of fiber. reporter: dr. katz says the real value isn t to compare ice dream to cereal but see how similar products stack up against one another. okay. let s find cheerios and froot loops. reporter: none of the major food company wes contacteded would go on camera to discuss nuval but in a statement pepsi told us aeshgs consumers can make more informed choices through fact-based front of package labeling. general mills said cry tia for nuval are not available to the public . why is there a pushback from the big food manufacturers? not everybody making and selling food really wants people to know the truth, the whole truth and nothing but the truth. nuval tells that truth. reporter: junk food is big business for these big american ....
junk food is big business for the these big american food companies. if the nuval system is adopted all across the nation, will it be the end of salty, fatty snack food? you know, i certainly hope it would be the end of junk food. that s billions in revenue for these companies. well, but it could be billions in revenue by making better versions of these same foods. yeah, that makes sense. poppy is in new york with us. poppy, i ve got a two-parter here. what are the implications for the food industry, and how does ice cream score higher than raisin bran? let s start with that one. it was amazing. we found ice cream with a 91 score, raisin bran with 26. i asked the doctor, and even he who developed the system was a little confused and he said, well, this is new to me, seeing this, ice cream has the kulz, it was a sugar-free ice cream, no sodium, maybe some added nutrients to that, so it s a math al go rhythm that judges these foods. it gave it a 91, and raisin bran has a lot ....
Everything, will be between 90 and 100. we have reduced fat jiff peanut butter. it gets a 7 and the regular gets a 20. higher fat is actually better for you here according to nuval. well, no, not because it is higher fat. the reduced-fat version is considerably higher in sodium. it is also higher in sugar. this is what i ate growing up. 26. that s what this gets. no way! look at this! this neo-politan ice cream says it is a 91. to me that is the flaw of the system. ice cream, all chemicals and add tifs, i don t think really adds to the diet and people shouldn t get their nutrients through that ice cream. yes, raisins in raisin bran may be sugar coated but at least it is a good source of fiber. reporter: doctor katz says the real svalue isn t to compar ice cream to cereal but see how products stack up against one ....
Another. another of the major food companies we contacted would go on camera to discuss nuval but in a statement pepsi told us, consumers can make more informed choices. general mills said, criteria for nuval are not available to the public making any informed discussion of this very difficult. why do you think there seems to be a push-back prt big food manufacturers? not everybody making and selling food really wants people to know the truth, the whole truth and nothing but the truth. nuval tells that truth. junk food is big business for these big american food companies. if the nuval system is adopted all across the nation, will it be the end of salty, fatty snack food? i certainly hope it would be the end of junk food. that s billions in revenue for these companies. but it could be billions in revenue by making better investigations of these same foods. about 70,000 items have been graded so far and about 750 grocery stores across the ....