It may seem counterintuitive, but in a business environment that usually hypes “more, more, more,” people increasingly are opting for less. They’re responding to products with simpler features, and food with fewer ingredients. The ice cream maker Häagen-Dazs first observed this trend a few years ago when, as brand manager Ching-Yee Hu told USA Today, it began encountering focus group consumers who expressed a clear preference for food products with fewer ingredients. All of which made Hu wonder, “Why can’t we bring ice cream down to the bare minimum?” What resulted was a new ice cream line called Five for its five ingredients—milk, cream, sugar, eggs, and vanilla bean. It was an immediate hit with consumers.