Pared-Down Processed Foods
Tired of unpronounceable ingredients and emboldened by healthy-food avengers like Michael Pollan, consumers and the companies that market to them are taking a less-is-more approach when it comes to store-bought foods. This means shorter ingredient lists and more products that are free of preservatives, artificial colors and flavors, and sugar substitutes. Häagen-Dazs' Five line was in front of the trend, but other companies, including Frito-Lay, Kraft, Campbell's, Beech-Nut, and Starbucks, are reworking their recipes, packaging, and marketing strategies to follow suit.
