Anne Bieler

Food Makers Keeping It Simple

August 12, 2010

FROM RETAILWIRE:
Simplicity is joining the ranks of natural and organic as an important driver in food marketing today. 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?      [more...]

Simplicity is definitely a trend that will continue to change thinking within the food industry. Consumers definitely are on board with natural, authentic products. As health and wellness continue to be at the top of list, shoppers are looking for nutrition in terms they understand--simple ingredient lists, no perceived harmful or nutritionally empty additives, no complex chemicals. Brand marketers like Heinz and others have taken out HFCS and similar, many are reducing sodium, and working on nutritional appeal. Some retailer private brands are taking this to the next level--like Loblaws Blue Menu--"all natural..."--hundreds of products across categories easily identified, Safeway O organics, and others are doing well with this approach.