Sometimes too much of a good thing just…isn’t!
Food manufacturers are realizing that long ingredient lists that read like chemical formulas with unpronounceable names do not communicate the “healthy-eating” message that prevails in today’s lifestyle.
On a previous post, I talked about how fragrance trends are evolving to become more authentic and simplified without losing their scent integrity. This is being achieved with fewer – but higher quality – ingredients that are being used in the newer scent interpretations to convey a more authentic, natural feeling where ingredient provenance and sustainability were also key points for the scent’s marketability.
In the food industry, a similar shift is being seen. Frito Lay redesigned its potato chips and Tostitos packages to connect their products back to their agricultural origins – that is, potatoes and corn – while informing us that they are made with just three ingredients. Snapple’s reformulated beverage line reminds us that “the best stuff on earth” is made with green and black tea leaves and “real” sugar. Haagen-Dazs’ new Five ice cream line assures consumers that its ice cream flavors only contain five ingredients: skim milk, cream, sugar, egg yolks and (flavor). This is the antithesis of the highly processed foods that have come under greater scrutiny after recent product recalls following the waves of people across the nation who became ill from poorly-processed items.
The message of simplicity works in a two-fold manner. It is suggestive of something that is simple enough to be homemade, therefore “authentic”. But its appeal is especially significant because we are now living through one of the most tumultuous economic times resulting from our past excesses, and we are all poised to go back to basics. Right now, simple sounds…a lot better!
Fragrance Insights 