Simple. What consumers want.
It seems that some companies are starting to get it recently. Consumers want simple. We dont want e-numbers (English term), preservatives or caramel colouring. We want - simple. And now companies are jumping on this creating a more memorable customer experience. Take Haagen Daas (pity the name isnt simple). New range - only 5 ingredients. Perfect marketing! Amusingly if you look at regular HD vanilla icecream you see only 1 extra ingredient. Vanilla extract. Truth is though, only sad marketing academics pick up the originals to compare to see whats now missing. Simple appears to be the new complicated. 5 is also the number of ingredients for the perfect pink gin and tonic (I am a qualified bartender remember); Bombay Sapphire Gin, Diet Schweppes Tonic (good luck finding that in this region), Lime, Ice and two dashes of Angostura Bitters. Simple it seems - can also be fun!
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Actually I remember Breyers using the simple ingredient trend a while back. Not sure if you remember the commercial but they had little kids reading ingrediants from other ice cream labels (which of course they couldn’t pronounce most of the words). Then they had them read the label on breyers and of coures they could. It was a good way to show that their ice cream was simple, natural and good.