Food industry responds to demands to 'keep it simple, stupid'

It's been clear for some time now that the recession has taken its toll on consumers, leading them in many instances to winnow purchases down to the bare necessities. And the food industry, always on the outlook for a new gimmick to sell its wares, is paying attention.

It's one reason you may have seen the word "simple" or "simply" appearing on more packaging. Marketers such as Starbucks, Kraft and Campbell's are paring down ingredients and using simpler language on their product labels, as a way to appeal to a new generation of thrift-seeking consumers.