March 28, 2007
Today’s Simplicity Trend, Not So Simple?
Today’s trend toward simplicity has not merely taken hold, for today’s time-starved consumer, it grips the very vitals of our being.
Evidence is all around us. Popular magazine and book titles certainly support the theory. Simply look to your local newsstand for publications like:
- Real Simple
- Simple Scrapbooks
- Simple Living
- Simple & Delicious
And a simple sampling of recent book titles would reveal a spectrum of simplicity:
- From Voluntary Simplicity to Compact Simplicity
- From Rational Simplicity to Radical Simplicity
- From Deep Simplicity to Profound Simplicity
But a society is also judged by what it eats, and nowhere is the simple trend more revealing than in the rash of new supermarket brand names containing the word simple. I’ll mention just a few...
- Simple Harvest and So Simple - Quaker cereals
- Simple Selections - ConAgra frozen meals
- Simple Touch and Simple Measures - flavored oils from Smuckers
- Simple Delights - snack bars
- Simple Snacks - from Tree of Life
- Simple Recipe - Gerber
- Pure & Simple - yogurt from Yoplait
- Simplesse - Nutrasweet
- Simple Traditions - Butterball
- Simple Sensations - seafood
- Pure and Simple - meat
- Simple Solutions - P&G
- Simple Indulgence - Cadbury Adams
And very recently, Sara Lee announced its new Simple Sweets line of individual serve frozen pies targeted at empty nesters who want to eliminate leftovers. Yes, a single serve pie does make our life easier, but do we really need another name with simple in it, making the grocery aisle even more complicated to navigate?
The answer is not so simple.
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