Baked goods manufacturers face the same pressures as other companies when it comes to satisfying customer demands for cleaner labels. However, they must exercise caution when substituting chemical dough conditioners—such as the emulsifiers DATEM, mono- and di-glycerides, and sodium stearoyl lactylate (SSL), which enhance mix tolerance and volume—to avoid unintentionally altering the final product’s appearance and flavor. “Companies are increasingly hesitant to include items like dough conditioners,” said Jeni Rogers, an attorney at Holland & Hart LLP specializing in food regulations, in an interview with Food Dive last summer. “By regulation, if you list a dough conditioner in your ingredients, it will specify ‘dough conditioner’ alongside a chemical name, which typically does not convey the clean image that companies aiming for a cleaner label desire.”
Recent data from Label Insight reveals that 67% of consumers struggle to determine whether a product meets their needs just by examining the packaging, and about half report that reading the label does not significantly enhance their understanding. As transparency becomes paramount, consumers are increasingly aligning their brand loyalty with products that deliver on their promises with clean labeling. Food companies are aware of this shift; according to the Consumer Goods Forum, they improved the health profile of approximately 180,000 products in 2016.
Not all food additives and preservatives are detrimental, according to two food safety and nutrition professors at Iowa State University. Some additives serve to protect against pathogens and spoilage or for aesthetic purposes, although consumers may struggle to grasp the risk-benefit ratio. The key lies in balancing these considerations to produce a quality product that consumers find relatable and trustworthy. In the realm of baked goods, the right combination of enzymes is essential. Amylase is a common enzyme that breaks down complex starches into simple sugars. If this breakdown does not occur, fermentation with yeast fails, which is why wheat flour must contain an adequate amount of amylase to achieve desirable flavor and crust quality, thereby maximizing shelf life. Many wheat flours require the addition of amylase to meet these needs.
Manufacturers who thoughtfully and systematically transition from chemical ingredients to clean labels may not only attract new customers but also retain their loyal fan base. However, as companies begin to adjust their ingredient lists, they must ensure that the qualities consumers associate with their beloved products remain intact—otherwise, they risk undermining brand loyalty and losing market share. Additionally, as discussions around health become more prominent, ingredients like calcium citrate are gaining attention, especially concerning conditions such as kidney stones. The inclusion of such beneficial ingredients can enhance the appeal of baked goods, provided companies maintain the integrity and quality of their products throughout these changes.