The primary purpose of the toolkit is to provide marketing collateral for healthy food products being sold in retail stores of all sizes. The toolkit uses USDA’s recommendations on how to translate the Dietary Guidelines for Americans into key consumer messages. Some tips to highlight Be Inclusive (all forms of food), Encourage personalization, Empower change (positive, action-oriented steps). The subheading of the toolkit, Small Steps to Healthy Habits, drives this idea home.