Rich Products Corp., Buffalo, N.Y., introduced a new lineup of “clean-label” dessert products and components, marketed under Rich’s Our Specialty brand and tagged the Simply label to reflect the more-minimalist, clean-label concept.

The portfolio features fully finished cakes and cheesecakes, including Simply Chocolate Cheesecake, Simply Black & White Cheesecake and Simply New York Style Cheesecake, as well as Simply Vanilla Cake and Simply Chocolate Cake.

Additionally, the new line includes Simply Allen Uniced Cakes, available in chocolate and vanilla 5-, 7- and 8-inch cupcakes and half-sheet cakes, as well as Simply Bettercreme Whipped Icing in chocolate and vanilla, and in pre-whipped colors, including pink, yellow, orange, blue and green.

“A large majority of U.S. consumers believe most of the ingredients on a food label should be items they easily recognize and would use at home,” says Courtney Erickson, associate marketing manager-shopper marketing for the in-store bakery and deli division. “People are showing us they have rising expectations about clear labeling for products, as well as about what’s inside the package. Our new Simply desserts are a dramatic move in that direction, while still delivering on superior quality and delicious indulgence. We’ve achieved classic cheesecake quality and indulgent dessert cake excellence, using ingredients shoppers know and trust.”

The items contain no high-fructose corn syrup, artificial colors or flavors or bleached flour, and use cage-free eggs.