Simply 7 was started because of a distressing trend in grocery stores: food made with ingredients that most people don't recognize and can't even pronounce. Go to your pantry and see if your favorite products pass this test: Can you name the natural source of each ingredient? Do you know what you are really eating? Can you pronounce the ingredients on the label? Simply 7 makes sure that every ingredient in their products is not only natural but simple. They also want to show people that simple ingredients are actually exceptionally delicious.