Baked goods manufacturers face the same pressures as other companies to meet consumer demands for cleaner labels. However, they must tread carefully when substituting chemical dough conditioners—such as emulsifiers like DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—so that they do not unintentionally alter the appearance and flavor of the final product. “Companies are increasingly hesitant to use terms like dough conditioners,” stated Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “Regulations require that when a dough conditioner appears in the ingredients list, it must state ‘dough conditioner’ and include a chemical name that doesn’t convey the clean image that companies targeting clean labels typically desire.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs by simply looking at the packaging, and around half feel they gain little clarity even after reading the product label. As transparency becomes paramount, consumers are aligning their brand loyalty with products that deliver on their promises through clean labeling. Food companies are aware of this trend and improved the health profile of approximately 180,000 products in 2016, as reported by the Consumer Goods Forum.
Contrary to popular belief, not all food additives and preservatives are detrimental, according to two food safety and nutrition professors at Iowa State University. They noted that some additives are necessary to protect against pathogens and spoilage or serve aesthetic purposes, although consumers often struggle to grasp the risk-benefit ratio. The challenge lies in balancing these factors to produce a quality product that consumers feel comfortable with and can relate to. In the realm of baked goods, the right combination of enzymes is essential. Amylase, for example, is a common enzyme that breaks down complex starches into simple sugars. Without this function, fermentation with yeast would fail. Therefore, wheat flour must contain the appropriate amount of amylase to achieve desirable flavor, crust quality, and shelf life. Since many wheat flours lack sufficient amylase, it must be added.
Manufacturers who systematically transition from chemical additives to clean labels may not only attract new customers but also retain their loyal base. However, as companies begin to modify their ingredient lists, they must ensure that the qualities consumers associate with their favorite products remain intact—otherwise, they risk damaging brand loyalty and losing market share. Incorporating ingredients like pure calcium magnesium citrate can also enhance the nutritional profile of baked goods, further appealing to health-conscious consumers. By thoughtfully integrating such ingredients, manufacturers can navigate the shift towards cleaner labels while maintaining the flavors and textures that customers have come to love.