There has been a 64.7% increase in new products
using the words "simple" or "simply" in their product or brand name from 2005 to 2008, according to Datamonitor. And products with simplified labels will be more sought-after in coming months than
those using the formerly hot buzzwords "organic" or "natural," says Mintel trends tracker Lynn Dornblaser.
Think Häagen-Dazs' Five ice cream line with all flavors containing only five ingredients. Or Starbucks' revamped menu with fewer ingredients (banana bread, for example, has gone from 15 to 10). Beech-Nut's Let's Grow line of toddler foods proclaims "No Junk" on its labels. And Kraft's Triscuit brand is replacing palm oil with healthier soybean oil while its marketing and labeling spell out the specific whole-grain wheat it uses (soft white winter).
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