Food Business News - June 7, 2011 - 61

Clean Label

Clear and concise
W
hen it comes to marketing “clean” or “simple” label products, the key is in delivering simple ingredient statements that feature clear and concise language to what oftentimes is a confused consumer base. Gone are extensive ingredient lists, replaced by lists with fewer ingredients and more “natural” products. In short, “simplicity” is taking over the food and beverage market. The average number of ingredients per product is declining in many categories, according to Mintel’s Global New Products Database. Fifty-six per cent of U.S. product categories showed decreases in the average number of ingredients per product between 2008-09, according to Mintel. That number only will grow as larger food and beverage companies get into the act. General Mills, Inc., Minneapolis, has taken the simple label trend to heart with the launch of several products spanning its entire portfolio featuring the “simply …” tagline. The General Mills I-Squad, a team of scientists, marketers and other specialists who guide business teams across General Mills on new product strategies (“I” is for “innovation”) conducted the research behind the “simply…” concept. The company said it conducted in-depth, in-home interviews, from which it was able to uncover deﬁning characteristics that attracted people to simplicity. Among the characteristics was a desire to connect to how their food is made and a trust in the inherent goodness of basic ingredients they can pronounce. The General Mills I-Squad then created a framework to help all General Mills businesses respond directly to as many of the characteristics as possible. Among the ﬁrst to move was Pillsbury, which in 2009 launched two batches of “simply…” cookies: chocolate chip and peanut butter. General Mills said its marketing team deliberately chose the brand name “simply…” to make it easy to broaden into other General Mills categories if proven a winner, and the company over the past year has expanded the name to Yoplait Simply… Go-Gurt, Fruit Roll Ups Simply Fruit and Pillsbury Simply… Breads & Biscuits. Two other companies prominently featuring the “simply” tag are H.J. Heinz

Food and beverage companies make the most of simple ingredients, language on labels
Co., Pittsburgh, and Weston Bakeries Ltd., Toronto. Introduced in March 2010 as an extension of its lifestyledriven products, Simply Heinz Tomato Ketchup is made with sugar instead of high-fructose corn syrup. The product is available in 32-oz and 15-oz ketchup bottles. Heinz more recently has extended its simple ingredients focus to its food service business. “The launch of Simply Heinz was our solution to meeting different consumer demands and lifestyle needs,” said Tracey Parsons, a spokesperson for

Ingredient solutions help keep it simple

orking just as hard as prominent food and beverage companies to put “cleaner” products on the shelf are ingredient companies. American Key Food Products, Closter, N.J., has expanded its line of natural, simple label ingredients to include arrowroot starch and native pea starch. The company also offers native starches and ﬁbers. “As consumers increasingly choose foods with simple, natural ingredients on the label, AKFP continues to offer more native starches that may replace modiﬁed starches or simply offer new natural ingredient options,” said Mel Festejo, chief operating ofﬁcer at AKFP. “Also, our native pea starch is a good substitute for native potato starch, which is currently in very short supply. And arrowroot starch is one that most people are unaware of, but has properties that make it a natural in many foods.” AKFP said native pea starch may be used as alternative in foods such as meat and seafood, aseptic soups and sauces, dairy products and bakery ﬁllings. The moisture management properties of OptiSol 5000 from Glanbia Nutritionals, Cheshire, U.K., make it an ideal ﬂax-based ingredient for food formulators looking to develop simple label products, the company said. Developed from natural ﬂax, OptiSol 5000 is rich in health-promoting A.L.A.s, enabling food developers to tap into the trend for fortiﬁed foods with an omega-3 fatty acids front-of-packaging positioning. OptiSol 5000 also increases ﬁber content and is a source of lignans, the company said. “The consumer desire for healthier food products is not just a passing trend,” said Marilyn Stieve, business development manager for Glanbia Nutritionals. “Consumers clearly recognize the beneﬁts of omega-3s and manufacturers should take note. OptiSol 5000 enhances nutritional value and improves the eating quality of the uct. food product.” FBN

June 7, 2011

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Food Business News - June 7, 2011

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