CHICAGO - Healthful and other beneficial claims have cluttered up food and beverage packaging and advertising in recent years, but now some food and drink makers are dialing down to tout simplicity both in ingredients and messaging, Marketing Daily reports.

More than half (56 percent) of U.S. food and drink product categories experienced declines in the average number of ingredients per item between 2008 and 2009, according to Mintel International CPG trend insight directors Lynn Dornblaser and David Jago, who released their findings at the IFT 2010 annual meeting and food expo.

This appears to respond to consumers who crave "natural," "real" and foods free from additives. A "simple" message comes across more positively than vague better-for-you messaging.

Mostly smaller companies are offering "simple" foods, but big companies are starting to pay attention, too, such as "Simply Heinz" tomato ketchup, Yoplait Greek yogurt (perceived as "inherently" simple), Haagen-Dazs??s Five ice cream and Pillsbury??s Simply??Chocolate Chip Cookies.

The pair predict that more "simple" choices will be forthcoming in every category. Marketing of these products must be "wholly transparent" to the consumer, they said.

Clean, simple labels convey product simplicity and wholesomeness, such as Yoplait??s Simply??Go-Gurt yogurt, which lists three points on its packaging: good source of calcium and Vitamin D, no HFCS, no artificial colors or flavors.

Manufacturers also must focus on relaying the benefits of current simple brands and look at how to balance the positive versus the "no" portions (such as "no additives") of new brands or products.