The use of "Simply" is a response to pressure from consumers and Washington to offer healthier options, and companies can often charge more for these "clean label" products.
Food companies are trying to keep it simple.
"Simply" was the hottest word at an annual packaged-food and staples conference in Orlando this week. It's become the preferred label for a new wave of products containing fewer, more natural ingredients -- from beverages to peanut butter.
Kraft Heinz Co. is putting a spotlight on its Simply line of ketchup that uses cane sugar instead of high-fructose corn syrup. Coca-Cola Co. now has Simply Pop, a prebiotic soda line with no added sugar, which was added last year to its existing Simply line of fruit juices and drinks. And PepsiCo Inc., which is in the midst of overhauling its snacks and lowering prices, has expanded its own Simply line of products that has no artificial colors or flavors.
While "simply" has long been a popular marketing term in the industry, it's making a resurgence as companies look to navigate pressure from Washington, which blames processed foods for health problems including obesity and diabetes, and a growing number of consumers who are scrutinizing ingredient lists. An added bonus: Companies can often charge more for so-called "clean label" products.
PepsiCo is updating its packaging to emphasize "simple ingredients based on nature," Chief Executive Ramon Laguarta said this week at the Consumer Analyst Group of New York conference. The company updated its Lay’s brand last year and added a “naked” line of Doritos and Cheetos to its Simply portfolio without any artificial colors or flavors. It’s also revamping its Tostitos line of corn chips.
“We’re changing the image. We’re making it more natural,” Laguarta said.
“Simply” is also playing a key role at Kraft Heinz, as the maker of Jell-0 and Lunchables discards a previous plan to split up the company and instead looks to revitalize its brands. It’s starting with ketchup.
“We’re just really getting started with this Simply platform and this organic platform that I think shows really great promise,” Kraft Heinz Chief Executive Officer Steve Cahillane said Thursday in Orlando. But he noted that Kraft Heinz doesn’t plan to reformulate its entire portfolio.
“Some consumers are willing to pay for that increased cost that comes with Simply and some are not,” he said.
The meaning of "simply" has evolved for food companies over time, prompting the need for rebranding in some cases.
JM Smucker Co. decided to create a new Jif Simply line of peanut butter, which has a shorter list of ingredients. It's phasing out an earlier iteration, called Simply Jif, that had lower levels of sodium and sugar than regular Jif but still contained ingredients like fully hydrogenated vegetable oils.
Smucker CEO Mark Smucker said the new Jif Simply is a "very basic formula that obviously is responding to consumer trends."
The new peanut butter still has lower sodium and sugar, and comes in three formulations: unsweetened, sweetened and crunchy. It's made from roasted peanuts, palm oil, salt and sugar in the sweetened version.
The new Jif Simply line "has already received strong retailer acceptance," he said.