Consumers Embrace Simplicity - Innova Market Insights

Post-Recession Consumers Shun the Complexities of Life, as Simple Products Thrive

CHICAGO, July 13, 2010 - The quest for getting back to basics with food is on the top
of consumers' minds, with the use of simple, wholesome ingredients with
minimal processing a key area of interest. New data to be presented by Innova
Market Insights at the IFT Food Expo in Chicago (Booth #3660) shows that the
marketing of new products as "like grandma made" and using "from the
cupboard" ingredients is taking off alongside rising interest in "home made"
and "homestyle," while momentum in "natural" and "preservative-free"
marketing is continuing to gather pace.

(Photo:
www.newscom.com/cgi-bin/prnh/20100707/398495 )

Innova Market Insights tracked 987 new products using the
words "simple," "simplest" or "simplicity" in 2009 compared to 467 in 2008.
Use of the words "pure," "purity" or "purely" grew from 3,013 in 2008 to
5,705 in 2009. The researcher tracked 2,137 new US products marketed as
"natural" or "preservative free" in the first four months of 2010 (Jan-Apr
10), up slightly from the 2,052 products tracked in the corresponding period
in 2009, and dramatically up from the 1,155 recorded in the Jan-Apr 2008
period.

The rise of the simplicity trend has led Lay's(R) Classic Potato Chips to
now feature the claim "made with these three simple ingredients and that's
it." In June 2010, Mars Chocolate North America announced the nationwide
availability of the Milky Way Brand Simply Caramel Bar, where the word
"simply" is prominent. Meanwhile Pillsbury(R) simply…(TM) cookies are being
promoted as being "made with just the simple, wholesome ingredients you and
your family know and love."

"The simplicity trend creates a new challenge for the ingredients
industry, as manufacturers look to shorten the length of ingredient labels,"
notes Lu Ann Williams, Head of Research at Innova Market Insights.

Innova Market Insights' Taste the Trend Pavilion will once again be the
"must visit" event at this year's IFT Food Expo, with key insights on the
simplicity trend just one of a number of trends to be highlighted. Other key
trends to be addressed include sodium reduction strategies and weight
management. Visitors will be offered more than 25 enlightening presentations
on the trends driving food and beverage product development today.

"Taste The Trend allows IFT Food Expo visitors to have a unique look into
the future of new product development, as they discover how their new product
can be marketed and positioned to go in line with today's consumer demands,"
says Innova Market Insights President, Patrick Mannion. "Taste the Trend is
the inspiration source for your next product development project," he adds.

The pavilion will be open to all visitors throughout the IFT Food Expo.
Members of the Innova Market Insights team will be on hand to answer
questions and guide visitors through the display. Visitors are advised to
scan their badges, as after the show a dedicated website will contain the
complete content from all the exciting presentations and posters!

Visit us at IFT Food Expo, July 17-19, Booth #3660

For more information about Innova Market Insights, please visit:
www.innovadatabase.com

About The Innova Database:

The Innova Database (www.innovadatabase.com) is the product of
choice for the whole product development team. See what food manufacturers
are doing around the world in a way you never thought possible. Track trends,
competitors, ingredients and flavors. It contains excellent product pictures,
search possibilities and analysis.

Get the world of new products on your desk, set e-alerts, examine
category activity, find new ideas, be inspired. In today's fast moving
environment this is a resource you cannot afford to be without.

    For further information, please contact:

    Innova
    Lu Ann Williams
    contact@innovami.com
    Tel: +31-26-319-2000

    Liat Simha
    MARKETARGET
    Tel: +972-3-9381107
    Fax: +972-3-9032046
    Mobile: +972-506-905007
    E-mail: ls@market-targets.com

Photo:
www.newscom.com/cgi-bin/prnh/20100707/398495

For further information, please contact: Lu Ann Williams: contact at innovami.com, Tel: +31-26-319-2000. Liat Simha, MARKETARGET, Tel: +972-3-9381107, Fax: +972-3-9032046, Mobile: +972-506-905007, E-mail: ls at market-targets.com