‘Simply’ as the simple solution

by Dan Malovany
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PepsiCo’s Frito-Lay and Quaker brands renamed its Simply Natural line of products to simply Simply. The change was reportedly done in response to litigation over the use of the term natural and claims of all-natural on some of its products.

The Food and Drug Administration currently doesn’t define natural for use on food labels, although don’t be surprised if some courts try to do so. Other companies are finding simply as the simple solution to products they’d like consumers to think of as natural, clean label or better-for-you. General Mills, for instance, offers Simply Chex that are baked not fried, contain whole grains and have less fat than potato chips. That said, consumers may find Simply Ruffles in the natural food sections of some retailers.

Just remember, no matter where the product is sold, it’s Simply, not Natural.

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