Haagen Dazs just added a new line — Five — it’s billed as “All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor… and surprisingly less fat!“

The move is brilliant!  and I love the name — crisp and simple!

They’re tapping to the sizable segment of people who define healthy food in terms of wholesomeness and natural ingredients — which reinforces something I wrote about last year in the CMO Council‘s Marketing Magnified — that is, healthy isn’t just about counting calories and fat.  There are numerous and widely-differing health and wellness mindsets among consumers, and smart marketers understand and navigate through them to identify the right target and positioning for their brand.