The hottest trend in food marketing is fewer ingredients and less processing, according to an article this week in USA Today. The article cites data from market-research firm Datamonitor showing a 64.7 percent increase in the number of new food products using the terms “simple” or “simply” between 2005 and 2008.

Lynn Dornblaser, a trends expert with Mintel predicts that for 2010, products with simplified labels will be in higher demand than those promoting products as “organic” or “natural.”

The article also quotes author Michael Pollan and others who promote the simple-foods concept as healthier. On the other hand, it describes how companies such as Häagen-Dazs and Kraft are marketing the “simple” concept for products not generally thought of as “health foods,” such as ice cream, crackers and cookies.

The full article is available online.