In cases where consumers do not or cannot consume adequate quantities of one of the five main food groups (for example, milk for the lactose intolerant), colorful posters that will adorn schools, canteens and health centers across America advise them to turn to fortified foods and beverages instead.
David Seckman, executive director and CEO of the National Nutritional Foods Association said the new pyramid is a "step in the right direction in recognizing the benefits of dietary supplements and fortified foods in helping Americans meet their nutrient needs".
But he told NutraIngredients-USA that the most Americans don't get adequate nutrition through the foods they eat, and the government underestimates the 'nutrient gap' affecting large sectors of the population.
"We think fortified foods should have a much larger role in the typical American diet, not just in those populations with special needs."
Meant to make the new Dietary Guidelines easier for consumers to digest and replacing the old food pyramid dating from 1994, the MyPyramid graphic is loaded with symbolism:
A figure climbing steps to the top of the pyramid is meant as a reminder of the importance of taking daily exercise and the tagline, 'Steps to a Healthier You', implies that consumers can reap benefits from just taking small steps to improve diet and lifestyle.
The five main food groups represented by different colored bands tapering towards the apex - green for vegetables, red for fruits, blue for milk, and purple for meat and beans - their varying width showing the recommended proportion of overall diet. A thin yellow section represents fat, sugar and salt, which should be consumed in only small amounts.
The degree to which each band tapers towards the top also indicates the groups likely solid fat, added sugar or calorific sweeteners; the wider the base the more nutrition offered for calories consumed.
The name is drawn from the complementary interactive food guidance system at www.mypyramid.gov, which is designed to help Americans determine their specific nutritional needs.
"MyPyramid is about the ability of Americans to personalize their approach when choosing a healthier lifestyle that balances nutrition and exercise," said agriculture secretary Mike Johanns, who unveiled the system.
Senator Tom Harkin (D-Iowa) was quick to praise it as "a positive step toward helping Americans make sound decisions about their diets."
But he added: "This new guidance will only be effective if people are educated about how to use it, and are encouraged to follow it."
If early indications of the industry's response are anything to go by, however, his caveat is unnecessary.
The General Manufactures of America (GMA) issued a statement yesterday saying that its members will "use their expertise in marketing, nutrition science and product development to help consumers adopt the recommendations".
This fall GMA will partner with Weekly Reader Corporation Consumer and Custom Publishing by sponsoring the distribution of educational materials about the pyramid to 58,000 teacher subscribers to Weekly Reader.
General Mills' effort will take the pyramid direct to that great American institution, the breakfast table. It plans to print MyPyramid on more than 100 million boxes of its Big G cereals, which have recently been reformulated with whole grains.
"We want to help communicate these important messages by using some of the best real estate there is," said VP of Big G marketing John Haugen. "The cereal box is one of the most read items in the home, read on average 2.6 times. With cereal consumption in 93 percent of American households… this is a powerful step forward in nutrition education."
Marketing efforts aside, the proof of the pyramid is in the eating. The American Dietetic Association said that its success will be measured by whether it helps people eat according to the Dietary Guidelines for Americans.
"Time will tell if MyPyramid will convey to consumers the vital nutritional messages of balance, variety, moderation and adequacy."