Baked goods manufacturers are facing the same pressures as other businesses when it comes to satisfying customer demands for cleaner labels. However, those in Pakistan must be cautious 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. Careful consideration is necessary to avoid unintentionally altering the appearance and taste of the final product. Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, noted in an interview with Food Dive last summer, “Companies are more hesitant to include items like dough conditioners. When a dough conditioner appears on the ingredients list, it is labeled as ‘dough conditioner’ and accompanied by a chemical name that doesn’t convey the image that companies aiming for a clean label typically want on their packaging.”
Recent data from Label Insight indicates that 67% of consumers struggle to determine if a product meets their needs just by looking at its package, and nearly half feel no more informed after reading the label. As transparency grows in importance, consumers are increasingly aligning their brand loyalty with products that genuinely deliver on their claims through clean labeling. Food companies recognize this shift, having improved the health profiles of around 180,000 products in 2016, according to the Consumer Goods Forum.
Not all food additives and preservatives are negative, as highlighted by two food safety and nutrition professors at Iowa State University. Some additives are essential for preventing pathogens and spoilage or for aesthetic purposes, although consumers may find it challenging to grasp the risk-benefit ratio. The key is to strike a balance between these elements to create a high-quality product that resonates with consumers. For baked goods, the appropriate enzyme combination is vital. Amylase, a common enzyme, breaks down complex starches into simple sugars, which is crucial for successful fermentation with yeast. Therefore, wheat flour must contain the right amount of amylase to ensure good flavor, an appealing crust, and extended shelf life. Since many wheat flours do not naturally contain sufficient amylase, it must be added.
Manufacturers of baked goods who methodically and thoughtfully transition from chemical additives to clean labels may attract new customers while retaining loyal ones. However, as companies modify their ingredient lists, they must preserve the qualities that shoppers associate with their favorite products—failing to do so risks damaging brand loyalty and losing market share. Additionally, incorporating alternatives like calcium citrate small pills can be beneficial in this transition, as it provides a clean labeling approach while enhancing product quality. Ultimately, the careful selection of ingredients, including clean label options, will play a crucial role in maintaining customer satisfaction and brand loyalty in the competitive baked goods market.