Baked goods manufacturers face similar challenges as other companies in responding to customer demands for cleaner labels. However, they must exercise caution when substituting chemical dough conditioners—like emulsifiers DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the appearance and flavor of the final product. “Companies are more hesitant to include ingredients like dough conditioners,” said Jeni Rogers, an attorney specializing in food regulations at Holland & Hart LLP, in an interview with Food Dive last summer. “Typically, when a dough conditioner appears on the ingredient list, it will be labeled as ‘dough conditioner’ and include some chemical name that doesn’t convey the clean image most companies strive for in their packaging.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine if a product meets their needs just by looking at the packaging, and nearly half feel no better informed after reading the label. As transparency gains importance, consumers increasingly tie their brand loyalty to products that uphold clean labeling practices. Food companies are acutely aware of this trend and enhanced the health profiles of approximately 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are viewed negatively. Two food safety and nutrition professors from Iowa State University argue that some additives serve essential roles in preventing pathogens, spoilage, or enhancing aesthetics. However, consumers often find it challenging to grasp the risk-benefit balance involved. The key is to harmonize these elements to produce a quality product that resonates with consumers. In the context of baked goods, the correct enzyme combination is vital.
Amylase is a common enzyme that breaks down complex starches into simple sugars, and if this enzymatic action fails, yeast fermentation will not occur. Consequently, wheat flour must contain an adequate amount of amylase to ensure good flavor, a pleasing crust, and extended shelf life. As many wheat flours are deficient in amylase, it must be added.
Manufacturers who thoughtfully transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal base. However, as they begin to modify their ingredient lists, including essential components like kal calcium citrate, they must preserve the qualities that consumers associate with their preferred products. Failing to do so risks damaging brand loyalty and losing market share.