Food Companies Simply Can’t Get Enough of the Word ‘Simply’

Food companies are trying to keep it simple.

“Simply” was the hottest word at an annual packaged-food and staples conference in Orlando this week. It’s become the preferred label for a new wave of products containing fewer, more natural ingredients — from beverages to peanut butter.

Kraft Heinz Co. Simply line of ketchup at a Costco Wholesale store in San Diego, California.

Photographer: Kevin Carter/Getty Images

Kraft Heinz Co. is putting a spotlight on its Simply line of ketchup that uses cane sugar instead of high-fructose corn syrup. Coca-Cola Co. now has Simply Pop, a prebiotic soda line with no added sugar, which was added last year to its existing Simply line of fruit juices and drinks. And ...