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Simple Mills proves simplicity is what shoppers want

Simple Mills
In this interview Simple Mills founder Katlin Smith discusses why being "free from" isn't enough to impress consumers anymore.

In the seven years since it was founded in 2013, Simple Mills has been catapulted into stores across the nation, firmly staking its claim to the clean-food snacking space where the brand holds the distinction of having the top-selling baking mix and cracker, as well as third bestselling cookie brand in the natural category. Now, as this gluten-free brand expands into more grocery categories, founder Katlin Smith is quick to point out that, “it’s not about what Simple Mills products don’t offer, it’s about what they do offer.”

Read on to learn what Smith has to say about the innovation that is still at this brand’s core.

What do you think consumers are looking for when they turn to your products? Is it just free-from ingredient lists, or something more?Simple Mills founder Katlin Smith

These days, consumers are looking for much more than “free from” when considering their food choices. Now more than ever, consumers are paying close attention to what’s in the foods they’re consuming and are being more discerning when it comes to what goes in their bodies.

As a result, they’re demanding products that check all the boxes—simple, delicious AND nutritious. It’s not about what Simple Mills products don’t offer, it’s about what they do offer: A clean ingredient list comprised of whole foods picked with purpose to nourish your body (and taste great!).

How and why do your products speak to people’s growing concerns about health and wellness? 

We believe that food is the missing link between how you feel and how you have the potential to feel. Consumers are realizing the implication their food choices are having on their overall health and wellbeing and are looking for solutions that allow them to enjoy their favorite foods AND feel their best.

We believe that food has the power to revolutionize one’s health, which is why we have such high standards when it comes to what goes into our products. We’re proud to offer consumers clean, whole-food options so they can enjoy their favorite foods and snack with confidence.  

Simple Mills has expanded from baking goods into more snack items, is this any indication of the types of new products we might see more of in the future?

Yes! We launched Almond Flour Crackers in 2016 and since then, have introduced a variety of snack items, including Crunchy Cookies, Sprouted Seed Crackers and our Soft Baked Bars to name a few. And there’s no slowing down! You’ll continue to see us expand within a few different categories across our portfolio, with a particular focus on the use of alternative flours. Our newest product—Veggie Pita Crackers—is made from a unique veggie flour blend of sweet potato, parsnip and celery root (and features veggies as the #1 ingredient!). 

Do you think product innovation is still important to consumers and retailers in these uncertain times?

Absolutely! Product innovation is what continues to drive our industry forward and allows us to make a meaningful impact on people’s lives. Innovation is at the core of everything we do—from product ideation and formulation to sourcing to go-to-market strategies—and we’re constantly challenging ourselves to think of new and inventive ways to make healthy eating deliciously simple. 

Health and mission are two things that consumers value more than ever before. How do your products spark change in people’s lives and beyond?

Simple Mills sparks change by providing consumers with simple, delicious and nutritious options they can trust. Our ingredient list is short, recognizable (to you and your body!) and is comprised of only whole-food ingredients and nothing artificial so there’s no need for consumers to try to decode or demystify what may be hiding in the foods they’re eating. Food has the power to change the way you feel and if I’ve learned anything over that last seven years, it’s that good health allows me to live a full life.

Learn more about Simple Mills and see its latest products in the Spark Change Product Discovery Zone virtual expo. Visitors can:

  • Find the latest products.
  • Get sales sheets and other downloadable information.
  • Connect with the sales team.

Head to the Product Discovery Zone.

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