Food companies increasingly use the term ‘simply’ in marketing to emphasize product purity and straightforwardness.

A renewed focus on simplicity in food products is shaping the approaches of major food companies as they respond to evolving consumer preferences and regulatory scrutiny. The term “simply” emerged as a prevailing theme at a recent annual packaged food and staples conference in Orlando, reflecting a broader industry trend towards creating products with fewer, more natural ingredients.

Major brands like Kraft Heinz Co. and PepsiCo Inc. are rebranding their products under the “Simply” label, which emphasizes clean, transparent ingredient lists. Kraft Heinz is promoting its Simply brand of ketchup, which substitutes cane sugar for high-fructose corn syrup, while PepsiCo has expanded its Simply line to include prebiotic sodas and snacks devoid of artificial colors and flavors. This shift not only caters to consumer demand but also capitalizes on a market opportunity, as companies often command higher prices for clean label products.

Historically, the term “simply” has been prevalent in food marketing; however, it is experiencing a renaissance as companies seek to counter growing health concerns associated with processed foods. Legislative pressures, particularly regarding the links between processed foods and health issues like obesity and diabetes, have heightened the urgency for companies to respond to consumer scrutiny. In this context, highlighting simpler ingredient lists has become a strategic advantage.

PepsiCo has been proactive in modernizing its packaging to convey the message of “simple ingredients based on nature,” as emphasized by company CEO Ramon Laguarta. The company has refreshed its Lay’s brand and introduced a new line of Doritos and Cheetos that adhere to the Simply ethos. In addition, they are reworking their Tostitos line to align with these principles.

At Kraft Heinz, the renewed emphasis on the Simply brand comes during a period of strategic restructuring, where revitalizing established products is a priority. The company is allocating resources to enhance its brand recognition starting with its ketchup product line. According to Kraft Heinz officials, while not all products will undergo reformulation, there is optimism that the Simply initiative will resonate well with consumers.

Similarly, JM Smucker Co. is innovating its peanut butter offerings under the newly formed Jif Simply brand, setting itself apart from its previous Simply Jif product. The new formulation aims for a succinct ingredient list while still maintaining lower sodium and sugar levels, which aligns with consumer trends toward more natural food options. This strategic shift has already garnered favorable responses from retailers.

In summary, the food industry appears to be undergoing a fundamental transformation as companies prioritize simplicity and transparency in response to consumer demands and health concerns. This evolving landscape suggests that brands focusing on minimalism and natural ingredients are poised to succeed in a competitive market, reflecting a significant shift toward healthier, more accessible food choices. Media News Source.