Food Makers Keeping It Simple
Simplicity is joining the ranks of natural and organic as an important driver in food marketing today.
Lynn Dornblaser and David Jago of Mintel recently spoke about the trend at the Institute of Food Technologies expo, as reported by Food Navigator-USA. Mintel's research indicates that there has been a decrease in the average number of ingredients in 56 percent of the food and beverage categories the research company covers. This development has been propelled over the past couple of years by product introductions such as Simply Heinz Tomato Ketchup, Pillsbury simply ... Cookies and Haagen-Dazs' Five ice cream.
At heart, this is a health and wellness development, as CPG manufacturers respond to consumers' well-articulated demand for more healthful, less processed foods. For example, Haagen-Dazs Five contains only milk, cream, eggs, sugar and vanilla bean. What is not present on the labels on these types of products are lengthy lists of frequently unintelligible and unpronounceable ingredients, whose effect on health may not be well known.
The move to simplicity reduces the risk of a health-conscious consumer picking up an item from the shelf and being turned off by a lengthy list of ingredients. Among the first ingredients to go is high fructose corn syrup (HFCS). For example, Pillsbury simply ... Cookies do not contain this sweetener, nor have they any artificial preservatives, colors or flavors. Indeed, the major difference between Simply Heinz Tomato Ketchup versus other products in the line is the removal of HFCS and corn syrup. According to Ms. Dornblaser, 42 percent of consumers think HFCS promotes obesity and 31 percent seek beverages that don't feature this sweetener.
Retailers are getting the idea, too. At a Stop & Shop in Westchester County, New York, seven of the 21 facings of various sizes and varieties of Heinz Ketchup went to Simply Heinz Tomato Ketchup. In the frozen case, five shelves were devoted to Haagen-Dazs 14 oz. ice cream selections with 20 percent -- or one shelf (and at eye level, in fact) -- given to Haagen-Dazs Five.
Discussion Questions: Is the move to simplicity in foods a trend or a fad? How do you think simplicity will affect food retailing in the years ahead?