Manufacturers are simplifying their formulations to satisfy the label-reading consumer. A method that companies use to reframe their brands’ ingredient lists is describing the components in a most basic and naturalistic form. Häagen-Dazs is one manufacturer who has adopted the concept, with its launch of Häagen-Dazs Five ice cream. Häagen-Dazs Five is a new, premium range of all-natural ice creams, which are crafted with only five ingredients for incredibly pure, balanced flavor and less fat--a perk for those watching their waistline. This ice cream’s base ingredients found within the range include skimmed milk, cream, sugar and egg yolks. Its fifth ingredient links to the specified flavor (such as mint extract for the Mint varietal and passion fruit juice for the Passion Fruit varietal). The ice cream brand’s flavor names are Vanilla Bean, Mint, Ginger, Coffee, Passion Fruit, Brown Sugar and Milk Chocolate.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail