The Rise and Fall of Simplesse: Lessons for Food Innovation

How a natural fat substitute that promised to revolutionize the low-calorie food market never caught on and what food innovators can learn from it.?

On February 23rd, 1990, a headline blazed across the New York Times: "First Low-Calorie Substitute For Fats Is Approved by the U.S." Imagine a product that could replace fat in your favourite foods without adding calories or affecting your cholesterol levels. Sounds too good to be true, right? This wasn't just any fat substitute; it was Simplesse, a natural fat substitute made from protein, poised to change the dietary landscape.

Developed by NutraSweet and marketed as a guilt-free indulgence, Simplesse promised all the taste and texture of fat with a fraction of the calories. The Times even declared, "A frozen dessert made with Simplesse is no low-calorie bonanza, but it's a start."But as the years passed, Simplesse's star fizzled out. Despite early excitement, it never achieved widespread adoption, becoming a footnote in food innovation history. So, what went wrong? Let's dissect the rise and fall of Simplesse and glean valuable lessons for future food innovators.

What is Simplesse, and how does it work?

Simplesse is a natural fat substitute made from whey protein concentrate that can be used in low-calorie foods. It has a smooth and creamy texture that mimics the mouthfeel of fat. It can also support a whey protein label claim and add a pleasant dairy note to beverages. Simplesse was invented by Canadian scientists in 1979 and licensed to NutraSweet in 1984. It was approved by the FDA for use in frozen desserts in 1988 and in other food products in 1991.

Simplesse uses a process called microparticulation, which involves heating and agitating the whey protein to form tiny spherical particles that reflect light and create a creamy appearance. The particles are then coated with a thin carbohydrate layer to prevent them from clumping together. The resulting product has about one-fourth of the calories of fat and can replace up to 50% of the fat in food formulations.

Why did Simplesse fail to gain wide adoption?

Despite its potential benefits for low-calorie and low-fat products, Simplesse faced several challenges and limitations in the food industry that prevented it from gaining wide adoption. Some of the reasons for its failure are:

• Simplesse is only suitable for cold or frozen foods, as it loses its texture and flavour when heated. This limits its applications to ice cream, yoghurt, cheese, salad dressing, and mayonnaise. It cannot be used in baked goods, fried foods, sauces, soups, or other hot dishes.
• It is more expensive than other fat substitutes, such as olestra or maltodextrin. It also requires more processing and refrigeration, which adds to the cost and complexity of production and distribution.
• It has a limited shelf life and requires refrigeration. It can spoil easily if exposed to high temperatures, humidity, or light. It also tends to separate from the rest of the ingredients over time, resulting in an unappealing appearance and texture.
• Simplesse has not been widely accepted by consumers who prefer natural fats or are sceptical of artificial ingredients. Many consumers are not aware of the benefits of Simplesse or do not trust its safety and efficacy. Some consumers may also find the taste or texture of Simplesse products inferior to those of regular fat products.

As a result of these factors, Simplesse failed to gain wide adoption in the food market and was gradually phased out by P&G and other food manufacturers. As of 2023, no products are sold in the United States using Simplesse.

What can we learn from Simplesse's failure?

Simplesse's failure to gain wide adoption in the food market can serve as a valuable lesson for food innovators who want to create successful products. Some of the key takeaways from Simplesse's case are:

• Food innovators should conduct thorough market research and consumer testing before launching a new product. They should identify the needs, preferences, and expectations of their target audience and tailor their product accordingly. They should also anticipate and address any potential barriers or objections that consumers may have regarding their product.
• Food innovators should consider the technical and economic feasibility of their products. They should ensure that their product can be produced, distributed, stored, and consumed in a cost-effective and convenient manner. They should also evaluate the environmental and social impact of their product and strive to minimize any negative effects.
• Food innovators should communicate the benefits and value proposition of their products clearly and effectively. They should use credible and transparent sources of information and evidence to support their claims. They should also leverage various channels and strategies to reach and engage their potential customers, such as advertising, social media, word-of-mouth, sampling, and education.

Food innovation is a challenging and rewarding pursuit that has the potential to bring about positive changes to the food system and society. However, not all food innovations are destined to succeed, and some may even fail to gain wide adoption. By taking cues from Simplesse, a natural fat substitute that never gained popularity, food innovators can avoid common pitfalls and improve their chances of creating successful products.