To help consumers, NYA developed a Live & Active Cultures seal. To be labeled with the NYA seal, refrigerated and frozen yogurt must contain a level of live and active cultures that is associated with their potential health benefits.

The NYA seal is valuable, yet it cannot ensure the appropriate use of the term "yogurt" in every instance and for all time. This is why a revised yogurt standard of identity is needed.

In 2004, NYA commissioned a consumer survey, which found the following:

84% of respondents were aware that live and active cultures give yogurt its potential health properties. 52% identified being "listed on the package" as the way they know a yogurt has live and active cultures. Three percent specifically cited the NYA seal. 72% agreed it is either very or somewhat important for yogurt to contain live and active cultures.